Karteikarten
chapter 1 marktieng cusotmer value, marketing, and ecperiences through marketing
Karten in diesem Stapel (35)
- 1Chapter 1customer value, relationships and experiences through marketing
- 2environmental scanningthe process of continually acquiring information on events occurring outside the organization to identify and interpret potential trends is called
- 3note-environmental trends affect suppliers and customers along with the organization
- 4how successful scanning works-identifying trends, understanding the reasons behind the trends, and taking action to respond to such trends
- 5conducting environment scan you find 5 environmental forces-social, economic, technological, competitive, regulatory
- 6social forces defn- they are demographic characteristics of the population and its values. changes in these forces can have a dramatic impact on marketing strategy
- 7Demographics-is the study of the characteristics of a human population (growth rate, gender, martial status, ethnicity, and so forth)
- 8changes in the marketing environment arethreats and opportunities that're to be managed
- 9marketing defnThe activity set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large
- 10to serve both buyers and sellers marketing seeks1-to discover the needs and wants of perspective customers
2-satisfy them - 11requirements for marketing (4)1-1 or more parties (individual or organizations) with unsatisfied needs
2- a desire and ability to be satisfied
3- a way for the parties to communicate
4-something to exchange - 12what is the composition of a market-people
- 13social marketing- designed to influence the behavior of individuals in which benefits accrue to those individuals or to society in general and not to the marketer
- 14ultimate consumers-people who use the goods or service purchased for a household
- 15organizational buyers-are units like manufacturers, retailers, or government agencies that buy goods and services for their own use or resale
- 16who benefits (3)1-consumers who buy 2- organizations that sell 3-society as a whole
- 17marketing department-is responsible for facilitating relationships, partnerships and alliances with the organizations customers, shareholders, suppliers, and other organizations
- 18consumers needsthe 1st objective in marketing is discovering the needs of the consumers. customer surveys, concept tests are often used by marketers
- 19solutions to failiing products1- find what consumers need/want
2- produce that need/want - 20need vs wantneed- occurs when a person feels physiologically deprived of basic necesstites. i.e - food, clothes, shelter
want - a felt need that is shaped by a persons knowledge, culture and personality - 21target market-one or more specific groups of potential consumers toward which an organization directs its marketing program
- 224 P's (marketing mix)- product, price, place, and promotion
- 23environmental forces-soical, economic, technological, competitive, regulatory
- 24marketing program-plan that integrates the marketing mix to provide a good, service, or idea to prospective buyers
- 25marketing concept-the idea that an organization should arrive to satisfy the needs of consumers, while also trying to achieve the organizations goals
- 26marketing orientation focuses on1-always collecting info about customers needs and competitors
2-sharing that info around the organization
3-using that to create value and ensure customer satisfaciton - 27customer relationship mgmtbuliding and sustaining customer relationships
- 28interactive marketing- two way buyer-seller electronic communication where the buyer can control amount of into received
- 29customer experience mgmt- managing customers interactions with the organization at all levels and all touchpoints
- 30macromarketing-looks at the aggregate flow of a nations goods and services to benefit society
- 31micromarketing-how individuals organizations direct its marketing activities and allocates its resources to benefit its customers
- 32how marketing discovers/satisifies consumers needs(whole thing is a cycle)
-discovers needs
-concepts for products
-satisfy needs 4 P's
-products, services, ideas
-the potential consumers
-info about needs - 33Marketing myopia-when doing marketing plan look at what businesses your product is in not just features in the product
- 34consequences of choice-paralysis
-less satisfaction
-escalationif of expectations
-could've done better - 35assumptions and premises of lots of choicesassumptions
-people dont know what they want
-horizontal segmentation
-no universals (mircomarketing)
Premises
-maximize indivual freedom
-maximize choice
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- Beschreibung
- marketing Karteikarten am chapter 1 marktieng cusotmer value, marketing, and ecperiences through marketing, erstellt von nathan fulcher am 09/10/2018.
- Erstellt von
- nathan fulcher
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