Karteikarten
Marketing Chapter 1
Karten in diesem Stapel (26)
- 1RETURN OF INVESTMENT (ROI)Net return from marketing investment /costs of marketing investment
- 2CUSTOMER EQUITYtotal combined customers lifetime values of all of the companies customers
- 3MARKETING PROCESScompanies create value for customers and build strong customer relationships → capture value from customers in return
- 4MARKETING STRATEGYmarketing logic by which company hopes to create customer value
- 5DEMANDShuman WANTS that are backed up by BUYING POWER
- 6PRODUCT DEVELOPMENTCompany growth by offering new product to current market
- 74 P's OF MARKETING MIX• Price
• Product
• Place
• Promotion - 8Strategy Considerations in Societal Marketing• Society
• Consumers
• Company - 9VALUE PROPOSITIONset of benefits or values a company promises to deliver to consumer
→ satisfy their needs - 10MARKET PENETRATIONCompany growth by increasing sales of current product to current market
- 11MISSION STATEMENTacts as a "invisible hand" that guides people in the organization
- 12SELLING CONCEPTconsumers will not buy enough of the firms products unless it undertakes a large-scale selling and promotion effort
- 132 KEY QUESTIONS OF CUSTOMER DRIVEN STRATEGY• Which customer will we serve?
• How will we create value for the customers? - 14SHARE MATRIX
- 15CUSTOMER-PERCEIVED VALUEcustomers evaluation of difference between benefits and costs of a marketing offer im comparison to competitors
- 16BUSINESS OBJECTIVES (examples)• profits
• cost reduction - 17SELLING CONCEPTfocus on existing products
- 18CONSUMER-GENERATED MARKETINGbrand exchanges created by consumers, shape their own experience and those of other consumers
- 19STRATEGIC PLANNINGprocess of developing and maintaining a strategic fit between organizations and organizational capabilities and its changing marketing opportunities
- 20PRODUCT CONCEPTidea: consumers will favor products that offer the most quality, performance, organization should make continuous product improvements
- 21CUSTOMER-DRIVEN STRATEGY• target market
• value proposition - 22MARKETING IMPLEMENTATIONTurning strategies and plans into marketing ACTION to accomplish marketing objectives
- 23PORTFOLIO ANALYSISprocess by which MANAGMENT evaluates the products and businesses that make up the company
- 24CUSTOMER-MANAGED RELATIONSHIPmarketing realtionships in which costumers interact with comapnies and each other to shape relationship with brand
- 25MARKETING MANAGMENT ORIENTATIONS• Production concept
• Product concept
• Selling concept
• Marketing concept
• Societal marketing concept - 26MARKETING OBJECTIVES (example)• market share
Informationen
- Beschreibung
- Important terms and definitions from Chapter 1 that I did wrong
- Erstellt von
- Kirsten Küss
- Aufrufe
- 7
- Bewertung