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MARKETING 1. ACTIVITIES DIRECTED TOWARD IDENTIFYING AND SATISFYING CUSTOMER NEEDS AND WANTS THROUGH A PROCESS OF EXCHANGE 2. THE PROCESS OF PLANNING AND EXECUTING THE CONCEPTION, PRICING,PROMOTION AND DISTRIBUTION OF IDEAS, GOODS AND SERVICES TO CREATE EXCHANGES THAT SATISFY INDIVIDUAL AND ORGANIZATIONAL EXCHANGE MARKETING IS MORE THAN SELLING SELLING CONCEPT STARTS WITH EXISTING PRODUCT IN THE FACTORY AND CALLS PROMOTIONAL EFFORTS TO ACCOMPLISH PROFITABLE SALES MARKETING CONCEPT STARTS WITH CLEARLY DEFINED MARKET, FOCUSES ON CUSTOMER NEEDS AND WANTS, AND COORDINATE ALL MARKETING ACTIVITIES(PRODUCT CREATION, DISTRIBUTION, PROMOTION ETC) TO OBTAIN PROFITS. MARKETING RESEARCH INVOLVES COLLECTING AND USING INFORMATION FOR MAKING MARKETING DECISIONS TYPES OF RESEARCH DESIGN EXPLORATORY CAUSAL RESEARCH RESEARCH DESCRIPTIVE RESEARCH (INVESTIGATING THE MAIN PURPOSE) (IDENTIFYING THE CUSTOMER OR PRODUCT PROFILE) (INVESTIGATING THE RELATIONSHIP, CAUSE AND EFFECT OF EVENTS) MARKETS SELLER’S MARKET MANY BUYERS, FEW PRODUCTS BUYER’S MARKET FEW BUYERS, MANY PRODUCTS SEGMENTED MARKET CUSTOMERS WITH SIMILAR CHARACTERISTICS MASS MARKET CUSTOMERS WITH DIFFERENT CHARACTERISTICS CONSUMER MARKETS BUSINESS MARKETS SEGMENTING THE MARKETS CONSUMER MARKET SEGMENTATION GEOGRAPHIC SEGMENTATION DEMOGRAPHIC SEGMENTATION PSYCHOGRAPHICS SEGMENTATION GEO-DEMOGRAPHIC SEGMENTATION USAGE RATE SEGMENTATION BENEFIT SEGMENTATION BUSINESS MARKET SEGMENTATION SEGMENTING BY ORGANIZATIONAL CHARACTERISTICS BENEFIT SEGMENTATION CONSUMER BEHAVIOR RELATES TO THE ACTIONS AN INDIVIDUAL TAKES IN PURCHASING AND USING PRODUCTS FACTORS AFFECTING CONSUMER BEHAVIOR PSYCHOLOGICAL FACTORS MOTIVATION, PERSONALITY, PERCEPTION, LEARNING, VALUES, BELIEFS, ATTITUDES, LIFESTYLE ETC. SOCIO-CULTURAL FACTORS WORD-OF-MOUTH, OPINION LEADERS, FAMILY INFLUENCES, SOCIAL CLASS, CULTURES AND SUB-CULTURES MARKETING MIX (4P OR P3D ) PRODUCT PRICING PROMOTION DISTRIBUTION (PLACE) PRODUCT ANYTHING THAT CAN BE OFFERED TO MARKET BY THE COMPANIES THAT MIGHT SATISFY CUSTOMERS’ NEEDS AND WANTS SERVICE A FORM OF PRODUCT THAT CONSISTS OF ACTIVITIES, BENEFITS OFFERED FOR SALE THAT ARE ESSENTIALLY INTANGIBLE TYPES OF PRODUCTS (BY THE DEGREE OF PRODUCT TANGIBILITY) DURABLE PRODUCTS NON-DURABLE PRODUCTS ** PACKAGED **UNPACKAGED (BY THE TYPE OF ITS USER) CONSUMER PRODUCTS **CONVENIENCE PRODUCTS **SHOPPING PRODUCTS **SPECIALITY PRODUCTS INDUSTRIAL PRODUCTS **PRODUCTION PRODUCTS **SUPPORT PRODUCTS PRODUCT LIFE CYCLE INTRODUCTION STAGE GROWTH STAGE MATURITY STAGE DECLINE STAGE PRODUCT LIFE CYCLE CAN BE EXTENDED THROUGH PRODUCT MODIFICATIONS MARKET MODIFICATIONS PRODUCT REPOSITIONING STAGES OF THE NEW PRODUCT DEVELOPMENT IDEA GENERATION SCREENING PRODUCT DEVELOPMENT PRODUCT MARKET TESTING BUSINESS ANALYSIS COMMERCIALIZATION PRODUCT MIX AND PRODUCT LINES PRODUCT LINES (GROUP OF CLOSELY RELATED PRODUCT ITEMS THAT A COMPANY OFFERS TO THE MARKET) PRODUCT MIX (INCLUDES ALL DIFFERENT PRODUCT LINES THAT A COMPANY OFFERS TO THE MARKET) BRANDING BRAND (NAME, SIGN, SYMBOL ETC.) BRAND EQUITY (REFERS TO VALUE OF BRAND) BRAND LOYALTY (CONSUMERS’ PREFERING PARTICULAR BRAND) BRAND RECOGNITION BRAND PREFERENCE BRAND INSISTENCE TRADEMARKS (BRANDS UNDER LEGAL PROTECTION) BRANDING MANUFACTURER’S BRAND (BRANDS OWNED BY MANUFACTURER) PRIVATE BRAND (BRANDS OWNED BY WHOLESALER OR RETAILER) GENERIC PRODUCTS (UNBRANDED PRODUCTS) PACKAGE (HOLDS THE CONTENTS AND PROTECTS PRODUCTS) LABELING (PROMOTIONAL OR INFORMATIONAL LOGO OR THEME) PERSUASIVE LABELLING (FOCUSES ON PROMOTIONAL LOGO OR THEME) INFORMATIONAL LABELING (PROVIDES INFORMATION ) SERVICE PROCESSING PEOPLE PROCESSING (SERVICE DIRECTED AT CUSTOMER) POSSESION PROCESSING (SERVICE DIRECTED AT SOMETHING THAT CUSTOMER OWNS) INFORMATION PROCESSING (SERVICE THAT INVOLVES THE USE OF BRAINPOWER OR TECHNOLOGY) MARKETING CHANNELS (DISTRIBUTION CHANNELS) DIRECT MARKETING CHANNEL * MAIL ORDERS * INTERNET SALES * DOOR-TO-DOOR SELLING INDIRECT MARKETING CHANNEL * WHOLESALERS MANUFACTURER-OWNED WHOLESALERS MERCHANT WHOLESALERS * RETAILERS STORE RETAILING NON-STORE RETAILING * AGENTS * BROKERS FUNCTIONS OF MARKETING INTERMEDIARIES PROVIDES ECONOMIES BY REDUCING CONTACTS CONDUCTING PROMOTIONS AND NEGOTIATIONS FINANCING THE MANUFACTURERS AND CUSTOMERS TAKING THE RISKS OF STOLEN AND LOST INFORMATION GATHERING DISTRIBUTION INTENSITY INTENSIVE DISTRIBUTION SELECTIVE DISTRIBUTION EXCLUSIVE DISTRIBUTION AS MANY OUTLETS AS POSSIBLE LIMITED NUMBER OF INTERMEDIARIES EXCLUSIVE RIGHT TO SELL IN SPECIFIC TERRITORY FACTORS AFFECTING DISTRIBUTION CHANNEL SELECTION MARKET FACTORS PRODUCT FACTORS PRODUCER FACTORS PHYSICAL DISTRIBUTION CUSTOMER SERVICES *ORDER PROCESSING WAREHOUSING SERVICES *INVENTORY CONTROL *MATERIALS HANDLING TRANSPORTATION SOME OBJECTIVES OF PROMOTION (MARKETING COMMUNICATION) PROVIDING INFORMATION INCREASING DEMAND DIFFERENTIATING THE PRODUCT OR SERVICE ENHANCING THE PRODUCT VALUE STABILIZING THE SALES PROMOTION MIX (MARKETING COMMUNICATION MIX) PERSONAL SELLING SOURCES SALES FORCE RETAILERS WHOLESALERS NON-PERSONAL SELLING SOURCES ADVERTISING SALES PROMOTION PUBLIC RELATIONS PROMOTIONAL STRATEGIES PULLING STRATEGY (COMMUNICATION DIRECTED TO ENDUSERS) PUSHING STRATEGY (COMMUNICATION IS DIRECTED TO INTERMEDIARIES) PERSONAL SELLING ORDER PROCESSING CREATIVE SELLING MISSIONARY SELLING PERSONAL SELLING PROCESS GENERATING SALES QUALIFYING SALES LEADS MAKING THE SALES APPROACH MAKING THE SALES PRESENTATION HANDLING THE OBJECTIVES CLOSING THE SALES FOLLOWING UP AFTER SALES NON-PERSONAL SELLING ADVERTISING SALES PUBLIC PROMOTIONS RELATIONS INFORMATIVE ADVERTISING REMINDERORIENTED ADVERTISING PERSUASIVE ADVERTISING CONSUMER PROMOTION TRADE PROMOTION FACTORS AFFECTING PRICES INTERNAL FACTORS MARKETING OBJECTIVES AND STRATEGY COST OF RAW MATERIALS AND SUPPLIES ORGANIZATIONAL CONSIDERATIONS EXTERNAL FACTORS DEMAND IN THE MARKET COMPETITORS’ PRICES ECONOMICAL CONDITIONS GOVERNMENTS PRICING METHODS COST-BASED PRICING VALUE-BASED PRICING COMPETITIONBASED PRICING PRICING STRATEGIES NEW PRODUCT / NEW MARKET PRICING STRATEGIES MARKET-SKIMMING PRICING MARKET-PENETRATION PRICING PARITY PRICING PRICE ADJUSTMENT STRATEGIES DISCOUNT AND ALLOWANCE PRICING SEGMENTED PRICING PROMOTIONAL PRICING GEOGRAPHICAL PRICING