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marketing (detailed definition)
the anticipation, stimulation, facilitation, regulation and satisfaction of consumer and publics demand for products, services, organizations, events, people, places and ideas through an exchange process.
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production era
- a time when companies focused on production of a few specific products.
- "if we can make it, it will sell."
- Few producers
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sales era
- a time when a company emphasizes selling because of increased competition
- more producers
- Sales! Sales! sales! not worried about the customers, just sales.
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marketing department era
- a time when all marketing activities are brought under the control of one department to improve short-run policy planning and to try to integrate the firm's activist.
- marketing valued as a secondary function
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marketing company era
- a time when, in addition to short-run marketing planning, marketing people develop long-range plans, and the whole company efforts are guided by the marketing concept.
- marketing is viewed a an essential part of the company.
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Relationship marketing era
focused on building relationships with customers.
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Marketing concept
- a consumer oriented, integrated , goal oriented society.
- an organizations aims ALL efforts at satisfying its customers - at a profit.
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Marketing orientation
trying to carry out the marketing concept.
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product orientation
companies focusing on making whatever products are easy to produce and them trying to sell them.
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Customer value
the difference between the benefits a customer sees from a market offering and the costs of obtaining those benefits.
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Micro-macro dilemma
what is good for some firms and consumers may not be good for society as a whole.
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social responsibility
- companies must have this!
- it is their obligation to improve its positive effects on society and reduce its negative effects.
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*Marketing Myopia
a short-sighted narrow-minded view of marketing and it's environment.
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