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the art and science of choosing target markets and getting, keeping and growing customers through creating delivering and communicating superior customer value.
Marketing management
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Someone who seeks a response, attention a purchase, a vote or donation from a prospect.
marketer
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A an individual in demand knowing or unknowingly from the marketer.
prospect
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A physical place where buyers and sellers gathered to buy and sell goods (today we have virtual environmerts as well)
Market
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Consumers dislike the product and may even pay to avoid it.
Negative Demand
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Consumers may be unaware of or interested in the product.
Nonexistent Demand
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Consumers may share a strong need that cannot be satisfied by an existing product.
Latent demand
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Consumers begin to buy the product less frequently or not at all.
Delining demand
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Consumers purchases vary on a seasonal, monthly, weekly, daily, or even hourly basis.
Irregular demand
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Consumers are adequately buying all products into the marketplace.
Full Demand
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More consumers would like to buy the product than can be satified.
Overfull Demand
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Consumers may be attracted to products that have undseirable social consequences.
Unwholesome demand.
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selling in mass goods, services or ideas consumers
Consumer market
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Companies selling goods, services, and ideas to skilled professional buyers who evaluate competiton.
Business Markets
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Companies in the internaltional market navigating cultural, languages, legal and political differences when deciding which country to enter.
Global Market.
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Companies seling to non-profit organizations/governments with limited purchasing power.
Nonprofit and Governmental markets
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a set of benefits that satisfying needs.
Value proposition
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a rival offering
competition
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offering from a known source
brand
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communication channels tht adeliver and receive messages from target buyers (including newspaper, magazines, radio, internet...)
Marketing Channels
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TV ads, brochure-website, press-wordof mouth
Paid, Owned and earned media.
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The various ways to disminate brand information, TV, billboard, podcast....
Marketing channels
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Quality, service and price.
Customer value triad
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an individual's judgment of a product's perceived performance in relation to expectations.
Satisfaction
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channel via raw materials to a finished product
Supply chain
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suppliers, distributors, dealers and target customers.
task environments
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demographic, economic, social-cultural, natural, technological, and political-legal...
Broad marketing environment
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holds that consumers and businesses left alone will not buy enough from an organization.
selling concept
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customer centered, sense and respond philosphy...
marketing concept
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the develpment,k design, and implementation of marketing programs, processes, and activities that recognize the interdependencies.
holistic marketing
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satisfying long-term relationships with kety constituents.
Relationship marketing
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the ultimate outcome of relationship marketing is a unique company asset
marketing network
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the elements of holistic marketing connected to hiring, training, and activites.
Internal Marketing
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R&D, Purchasing, Manufacturing, Marketing, Sales, Logistics, Accounting, Finance and Public relations.
Company deparments with the customer in mind.
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needing the understanding with the financial and non-financial returns to business and society from marketing activities and programs.
Performance marketing.
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4 P's
Product, Price, Promotion and Place
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Variety, Qulity, design, features, brand name packaging, sizes, services, warranties and returns.
Product
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List price, discounts, allowances, payment period and credit terms.
Price
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Sales promotion, advertising, sales force, public relations and direct marketing
Promotion.
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Channelsl, coverages, assortments, locations, inventory and transport.
Place
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