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37 Cards in this Set
- Front
- Back
define: Marketing |
The activity and processes for creating, communicating, delivering, and exchanging offerings with value for customers, clients, partners, and society at large. |
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what are two types of contemporary marketing? |
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what are the four eras of US marketing? |
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describe the production era and the selling era |
produce all you can, and then try to sell it through pursuasion |
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describe the marketing concept era |
Three parts:
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describe the customer relationship era |
Customer Relationship Management:
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define: product |
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define: test marketing |
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define: brand name |
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what factors does pricing a product depend on? |
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define: promotion |
All the techniques sellers use to inform people about their products and motivate them to purchase those products. |
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what methods does promotion include? |
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define: marketing research |
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what are the four steps of marketing research? |
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define: secondary data |
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define: primary data |
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define: focus group |
A group of people who meet under the direction of a discussion leader to communicate opinions. |
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define: environmental scanning |
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what factors are involved in environmental scanning |
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what are the ABC's of marketing
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define: consumer market |
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define: B2B market |
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define: Demographic Segmentation |
-- Dividing the market by age, income, education, and other demographic variables. |
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define: Geographic Segmentation |
-- Dividing the market by cities, counties, states, or regions. |
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define: Psychographic Segmentation |
-- Dividing the market by group values, interests, and opinions. |
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define: Benefit Segmentation - |
- Dividing the market according to product benefits the customer prefers. |
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define: Volume (Usage) Segmentation -- |
Dividing the market by the volume of product use. |
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what are the 5 types of segmenting? |
1. volume 2. benefit 3. demographic 4. geographic 5. psychographic |
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define: niche marketing |
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define:
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Developing a unique mix of goods and services for each individual consumer. |
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define: Mass Marketing -- |
Developing products and promotions to please large groups of people. |
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define: Relationship Marketing-- |
Rejects the idea of mass production and focuses toward custom-made goods and services for customers. |
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KEYS to SUCCESSFUL RELATIONSHIP MARKETING |
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what are the steps in consumer decision-making process? |
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what are the key factors in consumer decision-making? |
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what are some types of B2B markers? |
Products are often sold and resold several times before reaching final consumers. |
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B2B marketing differences? |
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