Chapter 1

66問 • 2年前

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is about identifying and meeting human and social needs one of the shortest good definition of _____ and meeting needs profitably

marketing

take place when at least one party to a potential exchange things about the means of achieving desired responses from other parties

marketing management

what is marketed?

good services events experiences persons places properties organizations information ideas

is someone who sets a response attention a purchase a vote a donation from another party called the ____ if two parties are seeking to sell something to each other we call them both _______

prospect marketer

eight demands to meet the organizations objectives

negative demand existent latent declining irregular full over full wholesome

it pertains to buyers who purchase goods and services for their personal consumption

consumer markets

it pertains to buyers who buy goods to make or resell a product to others at a profit

business markets

it pertains to the market in which goods and services of one country are traded (purchase or sold) to people of other countries

global markets

companies sellingto nonprofit organizations with limited purchasing power such as churches are universities charitable organizations and government agencies need to price carefully

non-profit and governmental markets

core marketing concepts

needs wants and demand

consumers dislike the product and me even pay to avoid

negative demand

consumers may be an aware of our underested and the product

non-existent demand

consumers may share a strong need that cannot be satisfied by an existing product

latent demand

consumers begin to buy the product less frequently or not at all

declining

consumer purchases vary on a seasonal monthly weekly daily or even hourly basis

irregular demand

consumers are adequately buying all products put into the marketplace

full demand

more consumers would like to buy the product than can be satisfied

overful demand

consumers may be attracted to products that have undesirable social consequences

unholesome demand

are the basic human requirements such as food air food water clothing and

needs

erwan's for specific products by an ability to pay

demand

five types of needs

stated needs real needs and stated needs delight needs secret needs

as a group of consumers are organization most likely to buy a companies products or services

target market

refers to the place that a brand occupies in the midst of the customers and how it is distinguished from the products of the competitors

positioning

is the act of grouping a type of people who share certain traits or needs together and supplying them with

marketing segmentation

is a set of benefits that satisfy customer needs. the intangible _______ is made physical by an offering which cannot be combination of products services information and experiences

value proposition

is product service or concept that is publicly distinguished from other products or services or concepts that so that it can be easily communicated and usually marketed

brand

reflex to a person's judgment of product specific performance and relationship expectations

satisfaction

deliver and receive messages from target buyers and include newspapers magazines radio television male telephone billboards poster fillers cds audio tapes and the internet

communication channels

to display cell or deliver the physical product or services to the buyer or user

distribution channel

that include warehouses transportation companies banks and insurance companies

service channels

is a longer channel stretching from raw materials to components to cringe products carried to final buyers

supply chain

includes all the actual and potential rival offerings and substitute a buyer might consider

competition

includes the actors engage and producing distributing and promoting the offering these are the company suppliers distributors dealers and target customers

task environment

consist of six components demographic environment economic environment social cultural environment natural environment technological environment and political legal environment

broad environment

2 marketing environment

task environment and broad environment

the digital revolution has created and information age that processes to lead to more accurate levels of productions more targeted communications and more relevant pricing

network information technology

technological advances in transportation shipping and communication have made it easier for companies to market in and consumers to buy from almost any country in the world

globalization

many countries have they _____ industries to create greater competition and growth opportunities

deregulation

many countries have converted public companies to private ownership and management to increase their efficiency

privatization

intense competition among the mystic and foreign brands races architect cost and shrink profit margins

heightened competition

industry boundaries are blurring as companies recognize new co-openities at the intersection of two or more industries

industry convergence

store based retailers face competition from catalog houses direct melt firms newspaper magazine and tv direct to customer ads home shopping tv and e-commerce

retailer transportation

the amazing success of early.com such as aol amazon.com yahoo or ebay

disintermediation

holds that consumer prefer products that are widely available and inexpensive managers of production oriented businesses concentrate on achieving high production efficiency low cost and mass distribution

production concept

proposes that consumers favored products offering the most quality performance or innovative features

product concept

holds that consumers than businesses if left alone would buy enough of the organizations products

selling concept

holds that the key to achieving organization goals is being more effective than competitors in creating delivering and communicating superior customer value to your target markets

marketing concept

is based on a development design and implementation of marketing programs processes and activities that recognize their breath and interdependences

holistic marketing concept

consisting of the company and its supporting stakeholders customers employees suppliers distributors retailers and others with whom it has build mutually profitable business relationships

marketing network

aims to build mutually a satisfying long-term relationships with key constitutes in order to earn and retain their business

relationship marketing

four constituents for relationship marketing

marketing network integrated marketing internal marketing performance marketing

occurs when the marketer devices marketing activities and assembles marketing programs to create communicate and deliver value for consumers such that the whole is greater than the sum of its parts

integrated marketing

an element of holistic marketing is the task of hiring training and motivating a ball employees who want to serve customers well

internal marketing

requires understanding the financial and non-financial returns a business and society from marketing activities and programs

performance marketing

updating the 4 p's

people processes programs performance

reflects in part internal marketer as the fact that employees are critical to marketing success

people

all the creativity discipline and structured brought to marketing management

processes

reflex all the firms consumer directed activities

programs

as in holistic marketing capture the range of possible outcome measure that have financial and non-financial implication and implication beyond the company itself

performance

marketing management task

developing marketing strategies and plans capturing marketing insights connecting with customers building strong brands shaping the market offerings delivering value communicating value creating successful long term growth

all the activities in gathering and acting up information about the market the new offering realization process all the activities in researching development ping and launching new high quality offerings quickly and within budget

market sansing process

all the activities and building deeper understanding relationships and offerings to individual customers

customers relationship management process

all the activities in defining target markets and prospecting for new customers

customer acquisition process

all the activities and receiving and approving orders shipping the goods on time and collecting payment

fulfillment management process

corporate and division strategic planning

defining the corporation establishing strategic business units assigning resources to each strategic business unit assessing growth opportunities

is an area of buyer need and interest that a company has a high probability of profitably satisfying

marketing opportunity

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Jennie Rose Carpo · 24問 · 2年前

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