Marketing Management CH1

the art and science of choosing target markets and getting, keeping and growing customers through creating delivering and communicating superior customer value.

Someone who seeks a response, attention a purchase, a vote or donation from a prospect.

A an individual in demand knowing or unknowingly from the marketer.

A physical place where buyers and sellers gathered to buy and sell goods (today we have virtual environmerts as well)

Consumers dislike the product and may even pay to avoid it.

Consumers may be unaware of or interested in the product.

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

Consumers begin to buy the product less frequently or not at all.

Consumers purchases vary on a seasonal, monthly, weekly, daily, or even hourly basis.

Consumers are adequately buying all products into the marketplace.

More consumers would like to buy the product than can be satified.

Consumers may be attracted to products that have undseirable social consequences.

selling in mass goods, services or ideas consumers

Companies selling goods, services, and ideas to skilled professional buyers who evaluate competiton.

Companies in the internaltional market navigating cultural, languages, legal and political differences when deciding which country to enter.

Companies seling to non-profit organizations/governments with limited purchasing power.

a set of benefits that satisfying needs.

a rival offering

offering from a known source

communication channels tht adeliver and receive messages from target buyers (including newspaper, magazines, radio, internet...)

TV ads, brochure-website, press-wordof mouth

The various ways to disminate brand information, TV, billboard, podcast....

Quality, service and price.

an individual's judgment of a product's perceived performance in relation to expectations.

channel via raw materials to a finished product

suppliers, distributors, dealers and target customers.

demographic, economic, social-cultural, natural, technological, and political-legal...

holds that consumers and businesses left alone will not buy enough from an organization.

customer centered, sense and respond philosphy...

the develpment,k design, and implementation of marketing programs, processes, and activities that recognize the interdependencies.

satisfying long-term relationships with kety constituents.

the ultimate outcome of relationship marketing is a unique company asset

the elements of holistic marketing connected to hiring, training, and activites.

R&D, Purchasing, Manufacturing, Marketing, Sales, Logistics, Accounting, Finance and Public relations.

needing the understanding with the financial and non-financial returns to business and society from marketing activities and programs.

4 P's

Variety, Qulity, design, features, brand name packaging, sizes, services, warranties and returns.

List price, discounts, allowances, payment period and credit terms.

Sales promotion, advertising, sales force, public relations and direct marketing

Channelsl, coverages, assortments, locations, inventory and transport.