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16 Cards in this Set
- Front
- Back
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What are the four "P's (5 P's) of marketing?
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1)product
2)price 3)place 4)promotion 5)positioning |
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Define marketing myopoia
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businesses which narrowly define themselves based on their primary product offering
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What consistutes place?
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1)where the product is being offered, including physical attributes of the location
2)includes HOW the product is distrubeted |
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What is the definition of positioning?
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What a consumer thinks of a product relative to other products
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Contrary to popular belief, needs _____ created or influenced by society or marketers. Needs _____ marketers and marketing activities.
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are not; preceed
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Define wants
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desires for specific satisfiers of needs
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Wants ____ shaped and influenced by society and marketers
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may be
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Define demands
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Wants that are backed up by an ABILITY and WILLINGNESS to purchase them
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What are strategies that pharmacies use to address negative demand about their proudcts?
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Understand patients' TRUE MOTIVATIONS for obtaining their products
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Classifying products:
define hybrid |
offering consists of equal parts tangible goods and services
(Prescription drug products and Restaurants) |
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Classifying products:
define pure service |
offering consists primarily of an INTANGIBLE service
(pharmacoeconomic analysis, psychotherapy, attending a culutral or sporting event) |
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List the 9 basic difference between services and tangible goods (Lovelock and Wright)
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1)ownership
2)intangible 3)greater customer involvement 4)more difficult to standandize 5)evaluating difficutly 6)absence of inventories 7)time is more important 8)delivery systems |
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What are implications of the difference for marketing services?
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1)need to match consumer demand w/ your capacity to provide the service
2)standardization 3)more promotional messages |
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What are the benefits of relationship marketing for the marketer?
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1)learn more about needs of customers
2)less expensive to retain than to gain new customers |
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What are the benefits of relationship marketing to consumers?
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1)economic benefits
2)reduce stress/increase trust 3)reduces need to change relationships |
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What are implications of relationship marketing for the pharmacy?
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1)better patient care
2)ready data access to learn about patient needs 3)develop relationships |
