MARKETING

ESTEFANIA OLIVA
Flashcards by , created about 3 years ago

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ESTEFANIA OLIVA
Created by ESTEFANIA OLIVA about 3 years ago
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Question Answer
WHAT IS MARKETING It is the basic exchange of money and services between sellers and buyers. It involves planning, coordination and control of the company activities focused on markets.
THE 4 P's OF MARKETING PRODUCT - identified and developed PRICE - should be determined PLACE - distribution channel to reach the customer PROMOTIONAL STRATEGY
TWO PRINCIPLES OF MARKETING GRATIFICATION and CAPACITY
4 CORE TASKS OF MARKETING CUSTOMER ACQUISITION - for potential customers CUSTOMER RETENTION - for current customers PERFORMANCE/SERVICE INNOVATION - for new services PERFORMANCE/SERVICE MAINTENANCE - for current services
PROCESS OF MKTG MANAGEMENT 1. analysis of the situation 2. forecast 3. set mktg objectives 4. strategy 3. mktg mix 4.implementation 5. controlling
MARKET ENVIRONMENT MICRO ENVIRONMENT: customers, competitors, procurement market, public. MACRO ENVIRONMENT: economical, legal/political, socia/cultural, techonological.
STRATEGIES OF COMPETITIVE ADVANTAGE cost leadership: produce at a lower cost than the competition differential strategy: attrative and standing out product focus strategy: aim at a few target markets (segmentation)
TYPES OF ANALYSIS IN MARKETING based on the providers based on the customer's view opportunities analysis risk analysis resource analysis SWOT ANALYSIS
THE SWOT ANALYSIS INTERNAL FACTORS: strenghts + weaknesses EXTERNAL FACTORS: opportunities + threats
HISTORY OF MARKETING 1950 - focus on selling and distributing 1970 - customer-oriented 1990 - exchange seller-buyer and needs' satisfaction 2000 - universal concept applicable in every exchange process
DIGITAL MARKETING planning and promotion of mktg dutis and products via one or more forms of electronic media. It involves campaign analysis in real time.
ONLINE MKTG all mktg actions which take place through Internet.
TYPES OF DIGITAL MKTG 1. search engines 2. email mktg 3.online banners 4. google adwords 5. Youtube 6. social media mktg 7. viral mktg
6 THESIS ABOUT DIGITAL MARKETING 1. people dislike online and offline 2. you need 5 sec to grab attention 3. you need 30 sec to engage people 4. you need to achieve sustainable mktg 5. digital is the whole world we live in 6. we live in beta: the end is the new beginning
BRAND MANAGEMENT is the process of maintaining, improving and upholding a brand so that the name is associated with good results. Customer satisfaction, competition and costs.
CHARACTERISTICS OF A BRAND is irrational, not material and symbolic. Has personality, provides orientation and differentiation and influences on the decisions of the customers. Gives value to the product and is also associated to specific values. Plays an important role in pricing.
3 ELEMENTS OF A BRAND 1. brand's core - differential, but difficult to have and communicate (WHO AM I?) 2. emotional associations - tell about the world of the brand and the consumer. WHAT ARE MY VALUES? (status, distinction, creativity) 3. functional features - easy to build but aldo easy to copy. WHAT DO I OFFER?
STRATEGIS MKTG MANAGEMENT business strategy - brand strategy - communication strategy - creative development - execution - evaluation
HOW TO POSITION A BRAND IN THE MARKET FOR EVERYONE (consumer insights) IS (core message) BECAUSE (reason why)
TYPES OF MARKETS 1. size and number (monopoly, oligopoly, polypoly) 2. market activity (consumer goods, commodities, service assest, financial markets) 3. transaction dimension (local / distance) 4. rules of the market (regulated / free) 5. access to the market (open / closed)
CLASSIFICATION OF THE MARKET 1. OBJECTIVELY (types of services offered) 2. TEMPORAL (market limited in time) 3. SPATIAL (locally, regionally, nationally...)
THE PERFORMANCE OF THE SUPPLIER MUST BE... Permanent Efficient Noticeable Significant