Download Company Orientations Marketing Concept

Survey
yes no Was this document useful for you?
   Thank you for your participation!

* Your assessment is very important for improving the work of artificial intelligence, which forms the content of this project

Document related concepts

Service parts pricing wikipedia, lookup

Marketing channel wikipedia, lookup

Product planning wikipedia, lookup

Internal communications wikipedia, lookup

Global marketing wikipedia, lookup

Marketing strategy wikipedia, lookup

Supermarket wikipedia, lookup

Retail wikipedia, lookup

Shopping wikipedia, lookup

Sensory branding wikipedia, lookup

Green marketing wikipedia, lookup

Marketing mix modeling wikipedia, lookup

Advertising campaign wikipedia, lookup

Neuromarketing wikipedia, lookup

Services marketing wikipedia, lookup

Customer engagement wikipedia, lookup

Street marketing wikipedia, lookup

Direct marketing wikipedia, lookup

Customer relationship management wikipedia, lookup

Multicultural marketing wikipedia, lookup

Marketing plan wikipedia, lookup

Integrated marketing communications wikipedia, lookup

Target market wikipedia, lookup

Customer experience wikipedia, lookup

Digital marketing wikipedia, lookup

Guerrilla marketing wikipedia, lookup

Marketing wikipedia, lookup

Multi-level marketing wikipedia, lookup

Viral marketing wikipedia, lookup

Youth marketing wikipedia, lookup

Marketing communications wikipedia, lookup

Marketing research wikipedia, lookup

Ambush marketing wikipedia, lookup

Target audience wikipedia, lookup

Sales process engineering wikipedia, lookup

Visual merchandising wikipedia, lookup

Social media marketing wikipedia, lookup

Affiliate marketing wikipedia, lookup

Food marketing wikipedia, lookup

Segmenting-targeting-positioning wikipedia, lookup

Bayesian inference in marketing wikipedia, lookup

Consumer behaviour wikipedia, lookup

Value proposition wikipedia, lookup

Online shopping wikipedia, lookup

Transcript
Chapter 1
Marketing in the 21st Century
The New Economy:
• A substantial increase in buying power
• A greater variety of goods and services
• A great amount of information about practically
anything
• A greater ease in interacting and placing and receiving
orders
• An ability to compare notes on products and services
Marketing in the 21st Century
Implications for companies
• Collect fuller and richer information about markets,
customers, prospects, and competitors
• Faster flow of information
• Greater
and
of production,
marketing, and communications
Key Definitions and Concepts
Marketing Management:
and
of choosing target markets and
getting, keeping, and growing customers
through creating, delivering, and
communicating superior customer
(p. 6)
Key Definitions and Concepts
Offering:
combination of products, services, information,
and experiences
Value:
combination of quality, service, and price
(QSP)
Value = _________________
Key Definitions and Concepts
Value = Benefits to consumer
Costs to Consumer
Benefits to consumer:
Costs to consumer:
Defining Marketing – Simple Model
Core Marketing Concepts
Company
Offering - combination of products, services,
information, and experiences
Overall objective: __________
Costs: ________________________
Implications: company decisions must
consider its offerings, objective, and costs
Core Marketing Concepts
Customer
Overall objective:____________
Why does value change over time?
What do we (consumers) value and why?
Implications: research trends in the environment
Core Marketing Concepts
Competition
All the actual and potential rival offerings and
substitutes that a buyer might consider
Implications: Know your competitor; How might
the company exceed competition in delivering
value? Who is the competitor(s)?
Company Orientations Toward the
Marketplace
Production Concept:
Consumers prefer products that are _________
and inexpensive
Company Orientations
Product Concept:
Consumers favor products that offer the most
quality, performance, or innovative features
Problem: customer input? _________________
Company Orientations
Selling Concept:
Consumers will buy products only if the company
aggressively promotes/sells these products
Problem: customer dissatisfaction
Company Orientations
Marketing Concept: key to achieving
organizational goals consists of the company
being more effective than __________ in creating,
delivering, and communicating superior _____ to
its chosen target markets (pp. 13, 14)
Customer Concept: Focuses on needs and wants of
______________ and delivering value better than
competitors
Company Orientations
Societal Marketing Concept:
determine needs, wants, and interests of target
markets and to deliver the desired satisfactions
more effectively and efficiently than competitors
in a way that preserves or enhances the
consumer’s and _________ well-being.
How Business and Marketing are
Changing (Trends)
Customers increasingly expect higher quality
and service and some customization (greater
value)
Manufacturers face greater ____________
resulting in higher promotion costs and
shrinking profit margins
Store-based Retailers face ___________ from
giant retailers and non-store retailers
Business Response to Changes
Outsourcing
E-commerce
Benchmarking
Form alliances
etc.
Marketer Response to Changes
Customer relationship marketing: build long-term,
profitable customer relationships by focusing on their
most profitable customers, products, and channels
Target Marketing: serve well-defined target markets
Integrated marketing communications
Every employee is a marketer
Key Points
Explain how company, customer, and
competition are inter-related. Give an
example.
_____________________________:
generate profits, deliver value to customers,
exceed competition, adapt accordingly.
____________________: how do we obtain
best value for the money?