Marketing+review+notes1.docx
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Marketing+review+notes1.docx
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Marketing+review+notes1
MarketingReview
Marketing:
Theprocessofdeterminingcustomerneedsandwantsandthendevelopinggoodsandservicesthatmeetorexceedtheseexpectations.
•Market:
Isagroupofpotentialcustomerswithsimilarneedswhoarewillingtoexchangesomethingofvaluewithsellersofferingvariousgoodsandservices.
•
•GrossDomesticProduct:
Totalvalueofallgoodsandservicesproducedinacountryforoneyear.
•GrossNationalIncomeorGDP:
sameasGDPbutexcludesincomeearnedbyforeigners.
•GrossNationalIncomePerCapita:
GNIdividedbythepopulation.
•PurchasingPowerParity(PPP):
GNIpercapitacomparedtotheCPIgivesyouanideaofthepurchasingpoweroftheindividual.
•ConsumerPriceIndex(CPI):
Priceofabasketofgoodsinagivingeconomy.
•GenericMarket;isamarketwithbroadlysimilarneeds.Thesellersofferingvarious,oftendiversewaysatsatisfyingthoseneeds.(Entertainment)
Productmarket;isamarketwithverysimilarneedsandsellersofferingvariousclosesubstitutewaysofsatisfyingthoseneeds.
MICROmarketing:
istheperformanceofactivitiesthatseektoaccomplishanorganization’sobjectivesbyanticipatingcustomerorclientneedsanddirectingaflowofneedsatisfyinggoodsandservicesfromproducertocustomerorclient.
MACROmarketing:
isasocialprocessthatdirectsaneconomy’sflowofgoodsandservicesfromproducerstoconsumersinawaythateffectivelymatchessupplyanddemandandaccomplishestheobjectivesofsociety.
MarketingConcept:
anorganizationwhichaimsallit’seffortstowarditscustomers,foraprofit.
MarketingEthics;themoralstandardsthatguidemarketingdecisionsandactions.
TheMarketingMix:
Theingredientsthatgointoamarketingprogram;price,product,place,promotion.
Product;concernedwithdevelopingtherightproductfitwiththetargetmarket.
Components;Processeditemsthatbecomepartofalargerfinishedproductarecalled:
Goods;Physicalthingsthatareseenandtouched,thataretangibleandthatyouownonceyoubuythemarecalled:
Place;concernedwithgettingtherightproducttothetargetmarket.
DistributionChannels;isanyseriesoffirmsthatparticipatesintheflowofproductsfromproducertofinaluserorconsumer.
VendorAnalysis;Formalratingofsuppliersonallrelevantareasofperformance.
Promotion;isconcernedwithtellingthetargetmarketorothersinthechannelofdistributionabouttherightproduct.Everythingthecustomersees,hearsandfeelsaboutamarketingmixiscalled
ThethreeBasicPromotionalObjectivesare;Informing,persuading,andReminding.
Advertising;Anypaidformofnon-personalpresentationofideas,goodsorservicesbyanidentifiedsponsoriscalled:
Publicrelations;Managingpeoples'perceptionofacompany'simageiscalled:
PersonalSelling;facetofacesellingbetweenbuyerandseller..
Pioneering;Advertisingthattriestodevelopprimarydemandforaproductcategoryratherthendemandforaspecificbrand.
Institutionaladvertising;Advertisingthatfocusesonthenameand/orprestigeofanorganizationiscalled.
ReminderAdvertising;Advertisingtokeeptheproduct’snamebeforethepublic.
BargainingProcess;differentsuppliersofferdifferentpricesandbuyerschoosebestprice
DirectAdvertising;Aimsatimmediatebuyingaction.
Communicationprocess;Source–Encoding–MessageChannel–Decoding–Receiver
Price;settingmustconsiderthecompetitionaswellasallthemarketingmixcosts.
SkimPricing;Settingpricehighandthereforetargetingthehighendcustomers.
PenetrationPricing;Settingpriceslowandthereforetryingtogetalargermarketshare.
MarketingPlan:
isawrittenstatementofamarketingstrategyandthetimerelateddetailsforcarryingoutthestrategy
.
Segmenting;clusteringpeoplewithsimilarneedsintoamarketsegment.
Segment;subgroupwithinabroadtargetmarket.
MarketSegment;Agroupofsimilarcustomerswhowillrespondtoamarketingmixinasimilarwayarecalled:
Positioning;referstohowcustomersthinkaboutproposedorpresentbrandsinthemarket.
•
AMarketPositioningMap
•Narrowingdowntoasuperiormarketingmix.
Differentiation;marketingmixthatisdistinctfromandbetterthanwhatisavailablefromacompetitor
•Aneffectivemarketingstrategymatchesafirm’sresourcesandit’sobjectiveswithmarketopportunities.
AttractiveOpportunities;arethoseopportunitiesthatafirmhasachanceofpursuinggivenit’sresourcesandobjectives.
BreakthroughOpportunities;opportunitiesthathelpinnovatorsdevelophardtocopymarketingstrategiesthatwillbeveryprofitableforalongtime.(bestkindofopportunity)
Imitators;wanttocopyandthusshareintheinnovator'sprofitsiftheycan.
CompetitiveAdvantage;isamarketingmixthatthetargetmarketseesasbetterthenthecompetition,andthatishardtoimitate.
MarketingStrategy;Specifiesatargetmarketandarelatedmarketingmix.
MarketPenetration;tryingtoincreasesalesofafirm’spresentproductsinitspresentmarkets.
MarketDevelopment;tryingtoincreasesalesbysellingpresentproductsinnewmarkets.
ProductDevelopment;Offeringneworimprovedproductsforexistingmarkets.
Diversification;Movingintoatotallynewlineofbusiness.
ProductIntroduction;Newproductintonewmarket.
Pushing;Usingnormalpromotionaleffort,personalselling,advertising,andsalespromotiontohelpsellthewholemarketingmixtopossiblechannelmembers.
Pulling;Usingpromotiontogetconsumerstoaskmiddlemenfortheproduct.
BargainingProcess;differentsuppliersofferdifferentpricesandbuyerschoosebestprice.
Reciprocating;Tradingsalesforsales,thatis,“ifyoubuyfromme,Iwillbuyfromyou”
ElectronicDataInterchange(EDP);Anapproachthatputsinformationinastandardizedformateasilysharedbetweendifferentcomputersystems.
TargetMarket;afairlyhomogeneousgroupofcustomerstowhomthecompanywishestoappeal.
•TargetMarketing;Themarketingmixistailoredtofitsomespecifictargetcustomers.
•MassMarketing;Typicalproductionorientedapproach,aimsateveryone.HoweverMassMarketersmayaimatatargetmarket,throughmassdistribution.
MarketSegmentation:
Theprocessofdividingthetotalmarketintogroupswhosemembershavesimilarcharacteristics.
Patent:
Aformofintellectualpropertythatgivesinvestorsexclusiverightstotheirinventionsfor20years.
Copyright:
Aformofintellectualpropertythatprotectsacreator’srighttomaterialssuchasbooks,articles,photosandcartoons.
Trademark:
Abrandthathasbeengivenexclusivelegalprotectionforboththebrandnameandthepictorialdesign.
Licensor:
;Whenyourbusinessallowsanotherbusinesstoproduceanddistributeyourproductsinexchangeforafee,yourbusinessiscalled:
Product;meansaneedsatisfyingofferingofafirm.
Good;tangibleitems
Service;isadeedperformedbyonepartyforanother.
Quality;aproduct’sabilitytosatisfyacustomerneed.
•ProductAssortment;isasetofalltheproductlinesandindividualproductsthatarecloselyrelated.
•Productline;isasetofindividualproductsthatarecloselyrelated.
•Individualproduct;isaparticularproductwithinaproductline.
Eachindividualproductneedsaseparatemarketingmixstrategy.
Eachindividualproductwithintheproductlinesupportstheothersinthelineandpushestheoverallbrand.
ShoppingProducts;areproductsthecustomerfeelsareworththetimeandefforttocomparewithcompetingproducts.
Homogeneousshoppingproducts;areshoppingproductsthecustomerseesasbasicallythesameandwantsatthelowestprice.
Heterogeneousshoppingproducts;areshoppingproductsthecustomerseesasdifferentandwantstoinspectforqualityandsuitability.
Brandingarelessimportantforheterogeneousproducts.
Unsoughtproducts;areproductsthatpotentialcustomersdon’tyetwantorknowtheycanbuy.
NewUnsoughtproducts;areproductofferingsforreallynewideasthatpotentialcustomersdon’tknowaboutyet.
RegularlyUnsoughtproducts;areproductslikegravestonesandlifeinsurance,thatstayunsoughtbutnotunbought!
Businessproductclassesarebasedonhowbuyersseeproductsandhowtheproductswillbeused.
1.Installations;importantcapitalitems;buildings
2.accessories;areshortlivedcapitalitems
3.rawmaterials;unprocesseditems
4.components;areprocesseditemsthatbecomepartofthefinishedgoods.
5.supplies;areexpenseitemsthatdonotbecomepartofthefinishedproduct.
-maintenance
-repair
-operatingsupplies
6.professionalservices;arespecializedservicesthatsupportafirm’soperations.
FivelevelsofBrandFamiliarity:
1.Rejection
2.Nonrecognition
3.Recognition
4.Preference
5.Insistence
Branding;meanstheuseofaname,term,symbol,ordesigntoidentifyaproduct.
BrandName;isaword,letter,oragroupofwordsorletters.
Trademark;includesonlythosewords,symbols,ormarksthatarelegallyregisteredforusebyasinglecompany.
Servicemark;isthesameasatrademarkexceptitreferstoaserviceoffering.
Ethics:
Standardsofmoralbehavior;thatis,behaviorthatisacceptedbysocietyasrightversuswrong.
Ethicaldilemma:
situationwhenwemustdecidewhetherornotsomethingisethicalornot;askyourselfthreequestions;
1.Isitlegal?
2.Isitbalanced?
3.Howwillitmakemefeel?
CorporateSocialResponsibility(CSR):
Abusinessesconcernforthewelfareofsocietyasawhole.
CorporateResponsibility:
Dimensionsofcorporateresponsibilitythatincludeeverythingfromhiringminorityworkerstomakingsafeproducts.
CustomerValue;Thedifferencebetweenthebenefitsacust
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- Marketing review notes1