Principles of Marketing

通報

問題一覧

the common answers would be that it is all about SALES and FINDING WAYS TO SELL

marketing

many would also say that it is all about CONVINCING PEOPLE TO BUY YOUR PRODUCT

marketing

some associate as essentially ADVERTISING and PROMOTIONS

marketing

it is very clear that it affects everyone and is virtually inescapable

marketing

the _____, set of institutions and PROCESSES for CREATING, COMMUNICATING, DELIVERING, and EXCHANGING OFFERINGS that have value for customers, clients, partners, and society at large

ACTIVITY

the ACTIVITY, set of institutions and _____ for CREATING, COMMUNICATING, DELIVERING, and EXCHANGING OFFERINGS that have value for customers, clients, partners, and society at large

PROCESSES

the ACTIVITY, set of institutions and PROCESSES for ______ and ______ that have value for customers, clients, partners, and society at large

CREATING, COMMUNICATING, DELIVERING, and EXCHANGING OFFERINGS

it is not merely focused on selling or promoting

marketing

value

team strategy service company business quality excellence customer

____ is managing profitable customer relationship - by KOTLER and ARMSTRONG

MARKETING

MARKETING is managing profitable _____ - by KOTLER and ARMSTRONG

customer relationship

MARKETING is managing profitable customer relationship - by _____

KOTLER and ARMSTRONG

customer relationship

support satisfaction loyalty service quality marketing improvement reliability

the focus is still on satisfying customer needs but the emphasis is now on having a RELATIONSHIP with the CUSTOMER

customer relationship

it is normally thought of as being done by business firms but many other institutions and even individuals engage in it

marketing

to determine the needs or wants of customers

goals of marketing

to satisfy these needs or wants

goals of marketing

to determine the needs or wants of customers to satisfy these needs or wants

five core concepts in marketing

customers needs, wants, and demands market offerings customer value and satisfaction exchanges and relationships market

pertains to a feeling of deprivation

needs

relate to particular preference as shaped by one's personality and knowledge

want

exists if the need or want is supported by the person's purchasing power or the ability to pay for the product

demand

are important factors to consider

customer needs and wants

types of market offerings

physical products services experiences

serve to fulfill customers needs and wants

market offerings

are those such as canned goods, soaps, and toothpastes

physical products

such as dental, call center, and car repair shop

services

increasingly, many companies have also focused in the marketing of ______ that accompany the consumption of product or service

experiences

satisfied customers who find _____ in a product are likely to patronize it again

value

the goal is to meet or even exceed consumer expectations

customer value and satisfaction

what sellers must achieve in customer value and satisfaction

satisfied and delighted

for marketing to occur, ____ must happen

exchange

the transaction could pertain to an exchange of goods and services for money

exchanges and relationship

the point of the _____ is the FOSTER RELATIONSHIP and not to focus on getting new customers but also to MAINTAIN GOOD RELATIONSHIP

EXCHANGE

the point of the EXCHANGE is to _____ and not to focus on getting new customers but also to MAINTAIN GOOD RELATIONSHIP

FOSTER RELATIONSHIP

the point of the EXCHANGE is the FOSTER RELATIONSHIP and not to focus on getting new customers but also to ______

MAINTAIN GOOD RELATIONSHIP

is composed of all people who buy the product or services as well those who sell the products or services

market

becomes highly important in order to find out such things as what customers need or want, how customers choose among the different brands they face, where they buy, what they buy, how they feel about the product or service or brands and a whole lot of information

market research

most marketers usually focus on a particular segment of the market this is called

target market

focusing on this would actually make marketing a bit simpler

target market

evolution of marketing

1. Production Era (1800s-1920s) 2. Selling Era (1920s-1970s) 3. Marketing Concept Era (1950s-2000s) 4. Customer Relationship Era (1990's-present)

produce as much as possible as there is a limitless market

Production Era (1800s to 1920s)

production era is all about

product

focus shifts from PRODUCTION to SALES and ADVERTISING

Selling Era (1920s to 1970s)

selling era is all about

advertising

the three orientations • customer • profit • service

Marketing Concept Era (1950s to 2000s)

the three orientations of marketing concept era

customer profit service

marketing concept era is all about

identify and fill needs

learn as much as possible about customers and do everything possible to satisfy and exceed their expectations

Customer Relationship Era (1990's to present)

customer relationship era is all about

build expectations

began during the INDUSTRIAL REVOLUTION

production era

products were produced in mass in low prices

production era

as production facilities improved and are more intense

sales era

is a period that lasted through the 1960s

sales era

companies had to aggressively promote their products

sales era

became an important function of the company

sales in sales era

became more apparent to marketers

marketing concept era

focuses on determining what the consumers needed

marketing concept era

became the source of product ideas

marketing concept era

commit total organization to delivering superior products and customer service

marketing concept era

focus on products with highest profit

marketing concept era

develops products that meet customer needs

marketing concept era

the company now at this time tried to check whether the customer is satisfied with the product they manufacture

customer relationship era

companies try to check if the customer is satisfied or find the product satisfying, durable and maintenance free

customer relationship era

generalized view of the nature of the business, there is a need of orientation by the management to the staff assigned in different sections of the business

marketing management orientations

if you are assigned in the production itself, you must be sure that the product is good and durable to make it saleable

marketing management orientations

focused on production and distribution efficiencies

production orientation

customers are interested in products that are affordable and easily available

production orientation

customers are more interested in high quality product, provide the best performance, and have innovated features

product orientation

consumers will buy products only if the company promotes or sells these products

selling orientation

focuses on needs and wants of target markets and delivering satisfaction better than competitors

marketing orientation

focuses on satisfying the customers needs and wants

marketing orientation

focuses on needs and wants of target markets and delivering superior value

societal marketing orientation

to provide for the well-being society

societal marketing orientation

Marketing Mix: The 4p's

product price place and promotion

• focuses on production and distribution efficiencies • customers are interested in products that are affordable and easily available

product

refers to the value placed by the customer

price

the amount of money that is exchange to obtain the products

price

relates to how and where the product can be obtained by the consumer

place

also called DISTRIBUTION and it involves the logistic product available to the customer

place

refers to the communications developed by the marketer

promotion

to get to know more about the product

promotion

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