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30 Cards in this Set
- Front
- Back
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Dell's Innovative Marketing Strategy
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• Build to order approach
• Ship orders directly to the costumers • On line selling • Low prices • Very good technical assistance |
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Simple Trade Era
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Sell surplus
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Production Era
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Increase Supply
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Sales Era
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Increase Competition
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Marketing Department Era
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Coordinate, Control
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Marketing Company Era
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Long run customer satisfaction
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Marketing Concept
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-Customer orientation
-all dept. work together to satisfy customer's needs -focus on profit or overall objectives |
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Customer Value
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Potential Benifit
- Cost of Obtaining Benefit = Customer Value |
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Customer Value Implies
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-take the customer's point of view
-costs/benefits could be emotional and economical -competitive market encourages firms to find needs that other firms have never considered before to increase competitive value -consumer value achieved with effort of all company departments |
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No Profit Organizations Similarities to Companies
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-Need resources and support
-face competition for customers |
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No profit organization differences from companies
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-support doesn't come directly from those who receive benefit
-don't use economic measures (profit) -poorly organized in marketing |
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whole company strategic management planning
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match resources to market opportunities
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Marketing Strategy Specifies....
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Target market
Marketing Mix |
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Target Market
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Fairly homogeneous group of customers to whom the company wishes to appeal
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Marketing Mix
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Product
Place Promotion Price |
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Mass Marketing
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Everyone is a potential customer
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Product
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good or service or blend of both selected to satisfy a specific need of the customer in the target market
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Place
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how a product will get to the target market
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Promotion
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how firm will inform potential consumer about the product
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Price
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Involves decision about the cost of the whole marketing mix, marketing competition and consumer reaction.
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Marketing Plan
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a WRITTEN statement of a marketing
strategy and the time related details for carrying out this strategy |
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Marketing Program
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blends all the firm’s
marketing plan and is an integrate part of the whole strategic plan. |
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marketing management process
**3 Steps |
-planning
-implementing -controlling |
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marketing strategy
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specifies
TARGET MARKET MARKETING MIX |
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operational decisions
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short run decisions to help implement strategies
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Simple Trade Era
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Families traded surplus to local middlemen
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Production Era
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Firms produced a few specific products. Demand greater than supply.
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Sales Era
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Supply caught up to demand. Surplus of products. Focus on promotion and advertising.
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Marketing Department Era
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Marketing research and activities coordinated in just marketing department.
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Marketing Company Era
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1960-present Marketing philosophy adopted by all departments in organization
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