Marketing 2

  1. Business and Organizational customers
    Any buyers who buy for resale or to produce other goods and services.
  2. Producers of goods & services
    manufacturers, farmers, real estate, developers, hotels, banks, even doctors, and lawyers.
  3. Intermediaries
    wholesalers and retailers
  4. Government units
    federal agencies in the US and other countriesas well as state and local governments
  5. Nonprofit organizations
    national organizzations like the Red Cross and Girl Scouts as well as local organizations like museums and churches
  6. Buying influence: Users
    perhaps production line workers or their supervisors
  7. Buying influence: Influencers
    engineering or R&D people who help write specifications or supply information for evaluating alternatives
  8. Buying Influence: Buyers
    the purchasing managers who have the responsiblity for working with suppliers and arranging the terms of the sale
  9. Buying Influence: Deciders
    people in the organization who have the power to select or approve the supplier often a purchasing manager but perhaps top management for larger purchases.
  10. Buying Influence: Gatekeepers
    peopel who control the flow of information within the organizaton-perhaps a purchasing manager who sheilds users or other deciders. ex: receptionists, secretaries, research assistants
  11. New-task buying
    occurs when a customer organization has a new need and wants a great deal of infomation.
  12. Straight Rebuy
    a routine repurchase that may have been made many times before.
  13. Modified rebuy
    the in-between process where some review of the buying situation is done -- though not as much as in new-task buying.
  14. Competitive bid
    terms of sale offered by the supplier in response to the purchase specifications posted by a buyer.
  15. Negotiated contract buying
    agreeing to contracts that allow for changes in the purchase arrangements.
  16. Outsource
    contract with an outside firm to produce goods or services rather than to produce them internally.
  17. Marketing Research & steps
    procedurers that develop and analyze new information about a market

    • 1. Define problem
    • 2. Analyze situation
    • 3. Gather problem-specific data
    • 4. Interpret the data
    • 5. Solve the problem
  18. Marketing Information System (MIS)
    an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions.
  19. Data warhouse
    a place where databases are stored so that they are available when needed.
  20. Decision Support System (DSS)
    a computer program that makes it easy for a marketing manager to get and us information as he or she is making decisions
  21. Intranet
    a system for linking computers within a company
  22. Scientific Method
    decision-making approach that focuses on being objective and orderly in testing ideas before accepting them.
  23. Primary Data
    Information specifically collected to solve a current problem
  24. Secondary data
    information that has been collected or published already
  25. Qualitative research
    seeks in-depth, open-ended responses, not yes or no answers.
  26. Quantitative research
    Seeks structured responses that can be summarized in numbers, like percentages, averages, or other statistics.
  27. Product assortment
    set of all product lines and individual products that a firm sells.
  28. Product line
    a set of individual products that are closely related
  29. Branding
    the use or a name, term, symbol, or design--or combination--to identify a product
  30. Brand name
    a word, letter, or group of words or letters
  31. Trademark
    words, symbols, or marks that are legally registered for use by a single compnay
  32. Brand familiarity
    how well customers recognize and accept a company's brand
  33. 5 levels of brand farmiliarity
    • 1. Rejection
    • 2. Non-recognition
    • 3. Recognition
    • 4. Preference
    • 5. Insistence
  34. Brand nonrecognition
    means final consumers don't recognize a brand at all
  35. Brand Rejection
    means that potential customers won't buy a brand unless its image is changed.
  36. Brand Recognition
    customers remember the brand
  37. Brand Preference
    the target customers usually choose the brand over other brands
  38. Brand insistence
    customers insist on a firm's branded product and are willing to search for it
  39. Brand equity
    the value of a brand's overall strenght in the market
  40. Family Brand
    same brand name for several products
  41. Packaging
    involves the promoting, protecting, and enhancing the product
Card Set
Marketing 2
principles of marketing