Karteikarten
principles of marketing test 1 bolded terms
Karten in diesem Stapel (164)
- 1marketingprocess by which companies engage customers, build strong customer relationships, create customer value in order to capture value from customers in return
- 2five marketing steps(1)understand the marketplace and customer needs and wants, (2)design a customer value driven market strategy, (3) construct and integrated marketing program that delivers superior value,(4)engage customers, build profitable relationships and create customer delight, (5)capture value from customers to create profits and customer equity
- 3market oriented missionstatement of the organizations purpose--what it wants to accomplish in the larger environment
- 4needsstate of deprivation
- 5wantsthe form human needs take as they are shaped by culture and individual personality
- 6demandshuman wants that are backed by buying power
- 7market offeringssome combination of products, services, information, or experiences offered to a market to satisfy a need or a want
- 8marketing myopiathe mistake of paying more attention to the specific products a company offers than to the benefits and experiences produced by these products
- 9exchangethe act of obtaining a desired object from someone by offering something in return
- 10marketset of all actual and potential buyers of a product or service
- 11marketing managementthe art and science of choosing target markets and building profitable relationships with them, customer management and demand management
- 12market segmentationdividing the market into segments of customers
- 13target marketingselecting which segments a product or service will go after
- 14value propositionhow can we serve the target market for a product or service in the best way, set of benefits or values it promises to deliver to consumers in every way
- 15production conceptthe idea that consumers will favor products that are available and highly affordable; therefore, the organization should focus on improving production and distribution efficiency
- 16product conceptthe idea that consumers will favor products that offer the most quality, performance, and features; therefore, the organization should devote its energy to making continuous product improvement
- 17selling conceptthe idea that consumers will not buy enough of the firms products unless the firm undertakes a large scale selling and promotion effort
- 18marketing concepta philosophy in which achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do
- 19societal marketing conceptthe idea that a company marketing decisions should consider consumers wants, the company requirements, the consumers long run interests, and society long run interests,
- 20customer relationship managementthe overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction
- 21customer perceived valuethe customers evaluation of the difference between all the benefits and all the costs of a market offering relative to those of competing efforts
- 22customer satisfactiondepends on the products perceived performance relative to a buyers expectations
- 23engagement marketingfostering direct and continuous customer involvement in shaping brand conversations, brand experience, and brand community, goal is to make the brand a meaningful part of consumers conversation and lives
- 24consumer-generated marketingbrand exchanges created by consumers themselves--by which consumers are playing an increasing role in shaping their own brand experiences and those of other consumers
- 25partner relationship managementworking closely with others inside and outside the company to jointly engage and bring more value to customers
- 26customer lifetime valuethe value of the entire stream of purchases a customer makes over a lifetime of patronage
- 27share of customersthe portion of the customers purchasing that a company gets in its product categories
- 28customer equitythe total combined customer lifetime values of all the company current and potential customers
- 29digital and social media marketingusing digital marketing tools such as web sites, social media, mobile apps and ads, online video, email, and blogs to engage consumers anywhere, at any time, via their digital device
- 30strategic planningprocess of developing and maintaining a strategic fit between the organizations goals and capabilities and its changing marketing opportunities
- 31business portfoliothe collection of businesses and products that make up the economy
- 32portfolio analysisthe process by which management evaluates the products and businesses that make up the company
- 33growth-share matrixa portfolio planning method that evaluates a company sub's in terms of market growth rate and relative market share
- 34strategic business units (SBU)can be a companies division, product line within a division, or sometimes a single product or brand, deciding how much support each sbu deserves
- 35starshigh growth high share business or products, heavy investment to finance rapid growth, eventually turn into cash cows
- 36cash cowslow growth, high share businesses or products, need less investment to hold market share
- 37question markslow share business units in high growth markets, require a lot of cash to hold their share let alone increase it
- 38dogslow growth low share businesses and products, do not promise to be large sources of cash only generating enough cash to maintain themselves
- 39product market expansion grida portfolio-planning tool for identifying company growth opportunities through market penetration, market development, product development, or diversification
- 40market penetrationcompany growth by increasing sales of current products to current market segments without changing the product
- 41market developmentcompany growth by identifying and developing new market segments for current company products
- 42product developmentcompany growth by offering modified or new products to current market segments
- 43diversificationcompany growth through starting up or acquiring businesses outside the company current products and markets
- 44value chainthe series of internal departments that carry out value-creating activities to design, produce, market, deliver, and supports a firms products
- 45value delivery networka network composed of the company, suppliers, distributors, and ultimately, customers who partner with each other to improve the performance of the entire system in delivering customer value
- 46marketing strategythe marketing logic by which the company hopes to create customer value and achieve profitable customer relationships
- 47market segmentationdiving a market into distinct groups of buyers who have different needs, characteristics, or behaviors and who might require separate marketing strategies or mixes
- 48market targetinginvolves evaluating each market segments attractiveness and selecting one or more segments to enter
- 49positioningarranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the mind of target consumers
- 50differentiationactually differentiating the market offering to create superior customer value
- 51marketing mixthe set of tactical marketing tools--product, price, place, and promotion--that the firm blends to produce the response it wants in the target market
- 52productgoods and services combination the company offers to the target market
- 53pricethe amount of money customers must pay to obtain the product
- 54placecompany activities that make the product available to target consumers
- 55promotionrefers to activités that communicate the merits of the product and persuade target customers to buy it
- 56swot analysisstrengths weaknesses opportunities and threats
- 57strengthsinternal capabilities that may help a company reach its objectives
- 58weaknessesinternal limitation that may interfere with a copays ability to achieve its objectives
- 59opportunitiesexternal factors that the company may be able to exploit to its advantage
- 60threatscurrent and emerging external factors that may challenge the company performance
- 61marketing implementationturning marketing strategies and plans into marketing actions to accomplish strategic marketing objectives
- 62marketing controlmeasuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that the objectives are achieved
- 63marketing return on investment (ROI)the net return from a marketing investment divided by the costs of the marketing investment
- 64big datathe huge and complex data sets generate by todays sophisticated information generation, collection, storage, and analysis technologies
- 65customer insightsfresh marketing information based understanding of customers and the marketplace that become the basis for creating customer value, engagement, and relationships
- 66marketing information systems (MIS)people and procedures dedicated to assessing information needs, developing the needed information and helping decision makers to use the information to generate and validate actionable customer and market insights
- 67internal databasescollections of consumer and market information obtained from data sources within the company network
- 68competitive marketing intelligencethe systematic monitoring, collection and analysis of publicly available information about consumers, competitors, and developments in the marketplace
- 69marketing researchthe systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
- 70exploratory researchmarketing research to gather preliminary information that will help define problems and suggest hypothesis
- 71descriptive researchmarketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers
- 72casual researchmarketing research to test hypotheses about cause and effect relationships
- 73secondary datainformation that already exists somewhere, having been collected for another purpose
- 74primary datainformation collected for the specific purpose at hand
- 75observational researchgathering primary data by observing relevant people, actions, and situations
- 76ethnographic researcha form of observational research that involves sending trained observers to watch and interact with consumers in their "natural environments"
- 77survey researchgathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior
- 78experimental researchgathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for difference in group responses
- 79focus group interviewingpersonal interviewing that involves inviting small groups of people to gather for a fw hours with a trained interviewer to talk about a product, service, or organization. the interviewer focuses group discussion on important issues
- 80online marketing researchcollecting primary data online through internet surveys, online focus groups, web-based experiments, or tracking of consumers online behavior
- 81behavioral targetingusing online consumer tracking data to target advertisements and marketing offers to specific consumers
- 82samplea segment of the population selected for marketing research to represent the population as a whole
- 83customer relationship managementmanage detailed information about individual customers and carefully manage customer touch points to maximize customer loyalty
- 84marketing analyticsanalysis tools, technologies, and processes by which marketers dig out meaningful patterns in big data to gain customer insights and gauge marketing performance
- 85consumer buyer behaviorthe buying behavior of final consumers--individuals and households that buy goods and services for personal consumption
- 86culturethe set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important situations
- 87consumer marketall individuals and households that buy or acquire goos and services for personal consumption
- 88subculturea group of people with shared value systems based on common life experiences and situations
- 89total market strategyintegrating ethnic themes and cross cultural perspectives within a brand's mainstream marketing, appealing to consumer similarities across subcultural segments rather than differences
- 90social classrelatively permanent and ordered divisions in a society whose members share similar values, interest, and behaviors
- 91grouptwo or more people who interact to accomplish individual or mutual goals
- 92word of mouth influencethe impact of the personal words and recommendations of trusted friends, family, associates, and other consumers on buying behavior
- 93opinion leadera person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts social influence on others
- 94online social networksonline communities--blogs, social networking web sites, and other online communities--where people socialize or exchange information and opinions
- 95personal factors influencing buyer decisionsoccupation, age and life cycle stage, economic situation, lifestyle, personality, and self concept
- 96lifestylea persons pattern of living as expressed in his or her activities, interests, and opinions
- 97personalitythe unique psychological characteristics that distinguish a person or group
- 98motivea need that is sufficiently pressing to direct the person to seek satisfaction
- 99perceptionthe process by which people select, organize, and interpret information to form a meaningful picture of the world
- 100mallows hierarchy of needshuman needs are arranged in a hierarchy, starving people will take little interest in the latest happenings in the art world
- 101physiological needshunger and thirst
- 102safety needssecurity and protection
- 103social needssense of belonging
- 104esteem needsself esteem, recognition, status
- 105self actualization needsself development and realization
- 106learningchanging in individual behavior arriving from experience
- 107beliefa descriptive thought that person holds about something
- 108attitudea persons relatively consistently favorable or unfavorable evaluations, feelings, and tendencies toward an object or idea
- 109cognitive dissonancebuyer discomfort caused by post purchase conflict
- 110adoption processthe mental process through which an individual passes from first hearing about an innovation to final adoption
- 111awarenessthe consumer becomes aware of the new product but lacks information about it
- 112interestthe consumer seeks information about the new product
- 113evaluationthe consumer considers whether trying the new product makes sense
- 114trialthe consumer tries the new product on a small scale to improve his or her estimate of its value
- 115adoptionthe consumer decides to make full and regular use of the new product
- 116relative advantagedegree to which the innovation appears superior to existing products
- 117compatibilitythe degree to which the innovation fits the values and experiences of potential consumers
- 118complexitythe degree to which the innovation is difficult to understand or use
- 119divisibilitythe degree to which the innovation may be tried on a limited basis, test driving electric cars to increase adoption rate
- 120communicabilitythe degree to which the results of using the innovation can be observed or described to others
- 121business buyer behaviorthe buying behavior of organizations that buy goods and services for use in the production of other products and services that are sold, rented, or supplied to others
- 122business buyer processingthe process by which business buyers determine which products and service their organizations need to purchase and then find, evaluate, and choose among alternative suppliers and brands
- 123derived demandbusiness demand that ultimately comes from (derives from) the demand for consumer goods,
- 124supplier developmentsystematic development of networks of supplier partners to ensure a dependable supply of products and materials for use in making products or reselling them to others
- 125straight rebuya business buying situation in which the buyer routinely reorders something without any modifications
- 126modified rebuya business buying situation in which the buyer wants to modify product specifications, prices, arms, or suppliers
- 127new taska business buying situation in which the buyer purchases a product or service for the first time
- 128systems selling (solutions selling)buying a complete solution to a problem from a single seller, thus avoiding all the separate decisions involved in a complex buying situation
- 129buying centerall the individuals and units that play a role in the purchase decision making process
- 130business buyer decision processproblem recognition, general need description, product specification, supplier research, proposal solicitation, supplier selection, order routine specification, performance review
- 131e-procurementpurchasing through electronic connections between buyers and sellers--usually online
- 132direct and digital marketingengaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships
- 133digital and social media marketingusing digital marketing tools such as web sites, social media, mobile apps and ads, online video, email, and blogs to engage consumers anywhere, anytime via their digital devices
- 134omni-channel retailingcreating a seamless cross channel buying experience that integrates in store, online, and mobile shopping
- 135online marketingmarketing via the internet using company web sites, online ads and promotions, email, online video, and blogs
- 136marketing web sitea web site that engages consumers to purchase or other marking outcome
- 137branded community web sitea web site that presents brand content that engages consumers and creates customer community around a brand
- 138online advertisingadvertising that appears while consumers are browsing online, including display ads and search related ads
- 139email marketingsending highly targeted, tightly personalized, relationship-building marketing message via email
- 140spamunsolicited, unwanted commercial email messages
- 141viral marketingthe digital version of word of mouth marketing: videos, ads, and other marketing content that is so infectious that customers will seek it out or pass it along to friends
- 142blogsonline forums where people and companies post their thoughts and other content, usually related to narrowly defined topics
- 143social mediaindependent commercial online social networks where people congregate to socialize and share messages, opinions, pictures, videos, and other content
- 144mobile marketingmarketing messages, promotions, and other marketing content delivered to on the go consumers through mobile phones, smartphones, tablets, and other mobile devices
- 145direct-mail marketingmarketing that occurs by sending an offer, announcement, reminder, or other item directly to a person at a particular address
- 146catalog marketingdirect marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online
- 147telemarketingusing the telephone to sell directly to customers
- 148direct response televisiondirect mareting via television, including direct response television advertising (or infomercials) and interactive television (iTV) advertising
- 149sustainable marketingsocially and environmentally responsible marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs
- 150criticisms of marketinghigh prices, deceptive practices (promotion packaging, pricing), high pressure selling (create a sense of consumer urgency, yell and sell), unsafe or harmful products (soft drink industry, planned obsolescence (cars back in the day), poor service to disadvantaged consumers (walmart avoiding inner cities)
- 151consumerisman organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers
- 152environmentalisman organized movement of concerned citizens, businesses, and government agencies designed to protect and improve peoples current and future living environment
- 153environmental sustainabilitya management approach that involves developing strategies that both sustain the environment and produce profits for the company
- 154consumer-oriented marketinga company should view and organize its marketing activities from the consumers point of view
- 155customer value marketinga company should put most of its resources into customer value-building marketing investments
- 156innovative marketinga company should seek real product and marketing improvements
- 157sense of mission marketinga company should define its mission in broad social terms rather than narrow product terms
- 158societal marketinga company should make marketing decisions by considering consumers, wants, the company requirements, consumers long run interests, and societies long run interests
- 159deficient productsproducts that have neither immediate appeal nor long run benefits
- 160pleasing productsproduct that give high immediate satisfaction but may hurt consumers in the long run
- 161salutary productsproducts that have low immediate appeal but may benefit consumers in the long run
- 162desirable productsproducts that give both high immediate satisfaction and high long run benefits
- 163american marketing associationdo no harm, foster trust in the marketing system, embrace ethical values
- 164—
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- Economics Karteikarten am principles of marketing test 1 bolded terms , erstellt von Kamron White am 26/09/2017.
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- Kamron White
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