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196 Cards in this Set
- Front
- Back
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Definition of marketing
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The process by which companies create value for customers and society, resulting in strong customer relationships which capture value from the customers in return.
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P.R.I.C.E
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Planning
Research Implement Control Evaluation |
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Production & Sales Orientation Symptoms
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Planning is short term.
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Production & Sales Orientation Symptoms
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Long term decisions made only when serious problems encountered.
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Production & Sales Orientation Symptoms
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Reluctance to change.
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Production & Sales Orientation Symptoms
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Growth is seen as being assured- current volumes viewed as guaranteed.
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Production & Sales Orientation Symptoms
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Best or highest quality service is assumed automatically guarantee of success
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Production & Sales Orientation Symptoms
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Little know about the specific characteristics and needs of customers. Research is not a priority.
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Production & Sales Orientation Symptoms
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Promotions stress service or product features rather than customers needs they satisfy.
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Production & Sales Orientation Symptoms
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Customers are given only what they ask for and what is normally provided.
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Production & Sales Orientation Symptoms
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Decisions are made from a production or sales perspective not with customers in mind.
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Production & Sales Orientation Symptoms
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Organization is seen as an island unto itself - think they have no competition.
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Production & Sales Orientation Symptoms
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Department or divisions have overlapping activities and responsibilities. No consistency - two people doing the same (wasting time)
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Production & Sales Orientation Symptoms
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Department or divisions managers tend to be very defensive and protective of their domains. FOH vs. BOH
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Production & Sales Orientation Symptoms
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Organization is set up and the services are offered because they're owners themselves like them.
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Marketing environment factors
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Technology
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Marketing environment factors
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Society and culture
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Marketing environment factors
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Organizational priorities and goals
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Marketing Myopia
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Unwilling to think, see, and plan beyond the short term.
Ex. Blockbuster. |
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Marketing Orientation
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Marketing concept.
Satisfying customer needs and wants. Market segmentation. Value and exchange process. Product life cycle. Marketing mix. |
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Traditional 4 Ps of marketing.
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Product
Place Promotion Price |
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Additional 5 Ps of Marketing
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People
Packaging Programming Partnership Positioning- where are you between your competitors. |
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Marketing strategy factors.
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Controllable. The marketing mix.
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Marketing environment factors
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Uncontrollable.
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Marketing environment factors.
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Competitors.
Laws |
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Marketing environment factors
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Laws and government regulations.
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Marketing environment factors
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Economy
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Production & Sales Orientation Symptoms
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Organization is set up and the services are offered because they're owners themselves like them.
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Marketing environment factors
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Technology
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Marketing environment factors
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Society and culture
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Marketing environment factors
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Organizational priorities and goals
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Marketing Myopia
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Unwilling to think, see, and plan beyond the short term.
Ex. Blockbuster. |
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Marketing Orientation
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Marketing concept.
Satisfying customer needs and wants. Market segmentation. Value and exchange process. Product life cycle. Marketing mix. |
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Traditional 4 Ps of marketing.
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Product
Place Promotion Price |
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Additional 5 Ps of Marketing
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People
Packaging Programming Partnership Positioning- where are you between your competitors. |
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Marketing strategy factors.
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Controllable. The marketing mix.
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Marketing environment factors
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Uncontrollable.
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Marketing environment factors.
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Competitors.
Laws |
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Marketing environment factors
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Laws and government regulations.
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Marketing environment factors
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Economy
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Service marketing
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Concept based on recognition of the uniqueness of all services; it is a branch of marketing that specifically applies to the service industries.
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6 generic differences
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Intangibility (you can't touch it or feel it)
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6 contextual differences
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Impact of government regulation.
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6 contextual differences
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Constraints and opportunities for non profits.
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6 generic differences
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Production methods
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6 generic differences
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Perishability (goes bad, expiration date)
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6 generic differences
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Distribution channel (how do we get our service to customers)
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6 generic differences
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Cost determination
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6 generic differences
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Relationship of services to providers. (Attitude is part of the service)
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6 contextual differences
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Narrow definition of marketing
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6 contextual differences
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Lack of appreciation of marketing skills
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6 contextual differences
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Different organizational structures
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6 contextual differences
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Lack of data on competitors' performance
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6 contextual differences
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Impact of government regulation
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6 contextual differences
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Constraints and opportunities for non profits.
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8 differences of hospitality and travel services.
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Shorter exposure to services.
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8 differences of hospitality and travel services.
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Shorter exposure to services.
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8 differences of hospitality and travel services.
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More emotional buying appeals.
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8 differences of hospitality and travel services.
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Shorter exposure to services.
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8 differences of hospitality and travel services.
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More emotional buying appeals.
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8 differences of hospitality and travel services.
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Greater importance on managing experience clues. (Going the extra mile)
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8 differences of hospitality and travel services.
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Greater emphasis on stature and imagery.
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8 differences of hospitality and travel services.
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Greater emphasis on stature and imagery.
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8 differences of hospitality and travel services.
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More variety and types of distribution channels.
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8 differences of hospitality and travel services.
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Greater emphasis on stature and imagery.
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8 differences of hospitality and travel services.
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More variety and types of distribution channels.
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8 differences of hospitality and travel services.
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More dependence on complementary organizations
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8 differences of hospitality and travel services.
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Greater emphasis on stature and imagery.
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8 differences of hospitality and travel services.
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More variety and types of distribution channels.
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8 differences of hospitality and travel services.
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More dependence on complementary organizations
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8 differences of hospitality and travel services.
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Easier copying of services
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8 differences of hospitality and travel services.
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Greater emphasis on stature and imagery.
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8 differences of hospitality and travel services.
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More variety and types of distribution channels.
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8 differences of hospitality and travel services.
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More dependence on complementary organizations
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8 differences of hospitality and travel services.
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Easier copying of services
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8 differences of hospitality and travel services.
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More emphasis on off-peak promotion.
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5 unique approaches required.
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Use the 9 Ps
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5 unique approaches required.
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Use the 9 Ps
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5 unique approaches required.
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More use of emotional appeals in promotion.
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5 unique approaches required.
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Use the 9 Ps
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5 unique approaches required.
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More use of emotional appeals in promotion.
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5 unique approaches required.
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Increased importance of relationships with complementary organizations.
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5 unique approaches required.
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Use the 9 Ps
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5 unique approaches required.
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More use of emotional appeals in promotion.
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5 unique approaches required.
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Increased importance of relationships with complementary organizations.
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5 unique approaches required.
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Greater significance of word-of-mouth information.
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5 unique approaches required.
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Use the 9 Ps
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5 unique approaches required.
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More use of emotional appeals in promotion.
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5 unique approaches required.
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Increased importance of relationships with complementary organizations.
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5 unique approaches required.
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Greater significance of word-of-mouth information.
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5 unique approaches required.
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Greater difficulties with new concept testing.
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3 unique relationships
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Suppliers, carriers, the travel trade intermediaries, and destination marketing organizations (DMOs)
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3 unique relationships
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Suppliers, carriers, the travel trade intermediaries, and destination marketing organizations (DMOs)
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3 unique relationships
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The destination mix concept.
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3 unique relationships
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Suppliers, carriers, the travel trade intermediaries, and destination marketing organizations (DMOs)
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3 unique relationships
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The destination mix concept.
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3 unique relationships
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Visitors and residents.
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Hospitality and travel marketing system model.
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Where are we now.
Where would we like to be. How do we get there. How do we make sure we get there. How do we know if we got there. |
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4 fundamentals of the marketing system.
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Strategic marketing planning.
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4 fundamentals of the marketing system.
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Strategic marketing planning.
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4 fundamentals of the marketing system.
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Marketing orientation
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4 fundamentals of the marketing system.
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Strategic marketing planning.
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4 fundamentals of the marketing system.
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Marketing orientation
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4 fundamentals of the marketing system.
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Differences between product and services marketing.
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4 fundamentals of the marketing system.
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Strategic marketing planning.
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4 fundamentals of the marketing system.
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Marketing orientation
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4 fundamentals of the marketing system.
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Differences between product and services marketing.
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4 fundamentals of the marketing system.
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Understanding customer behaviour.
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4 fundamentals of the marketing system.
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Strategic marketing planning.
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4 fundamentals of the marketing system.
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Marketing orientation
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4 fundamentals of the marketing system.
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Differences between product and services marketing.
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4 fundamentals of the marketing system.
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Understanding customer behaviour.
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P
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Planning
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4 fundamentals of the marketing system.
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Strategic marketing planning.
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4 fundamentals of the marketing system.
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Marketing orientation
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4 fundamentals of the marketing system.
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Differences between product and services marketing.
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4 fundamentals of the marketing system.
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Understanding customer behaviour.
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P
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Planning
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R
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Research
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4 fundamentals of the marketing system.
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Strategic marketing planning.
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4 fundamentals of the marketing system.
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Marketing orientation
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4 fundamentals of the marketing system.
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Differences between product and services marketing.
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4 fundamentals of the marketing system.
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Understanding customer behaviour.
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P
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Planning
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R
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Research
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I
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Implementation
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4 fundamentals of the marketing system.
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Strategic marketing planning.
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4 fundamentals of the marketing system.
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Marketing orientation
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4 fundamentals of the marketing system.
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Differences between product and services marketing.
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4 fundamentals of the marketing system.
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Understanding customer behaviour.
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P
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Planning
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R
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Research
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I
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Implementation
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C
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Control
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4 fundamentals of the marketing system.
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Strategic marketing planning.
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4 fundamentals of the marketing system.
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Marketing orientation
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4 fundamentals of the marketing system.
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Differences between product and services marketing.
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4 fundamentals of the marketing system.
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Understanding customer behaviour.
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P
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Planning
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R
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Research
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I
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Implementation
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C
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Control
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E
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Evaluation
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Benefits using the marketing system
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Priority on planning
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Benefits using the marketing system
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Priority on planning
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Benefits using the marketing system
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Better balancing of marketing activities.
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Benefits using the marketing system
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Priority on planning
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Benefits using the marketing system
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Better balancing of marketing activities.
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Benefits using the marketing system
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Logical flow of efforts.
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Short twrm
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2 years or less
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Short twrm
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2 years or less
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Long term
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3-5 years
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Marketing plan
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Short term plan that gives details how the organization will use it's marketing mix to achieve it's marketing objectives.
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Strategic market plan
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Written plan cover 3-5 years on the future.
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Personal factors
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Needs, wants, and motivation.
Perception. Learning. Personality. Lifestyle. Self-concept. |
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Personal factors
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Needs, wants, and motivation.
Perception. Learning. Personality. Lifestyle. Self-concept. |
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Interpersonal factors.
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Cultures and sub - cultures.
Reference groups. Social classes. Opinion leaders. The family. |
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Maslow hierarchy of needs.
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Self actualization.
Esteem. Love/belonging. Safety. Physiological. |
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4 factors influencing customers perception.
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Perceptual screens or filters.
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4 factors influencing customers perception.
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Perceptual screens or filters.
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4 factors influencing customers perception.
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Perceptual biases.
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4 factors influencing customers perception.
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Perceptual screens or filters.
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4 factors influencing customers perception.
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Perceptual biases.
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4 factors influencing customers perception.
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Selective retention.
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4 factors influencing customers perception.
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Perceptual screens or filters.
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4 factors influencing customers perception.
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Perceptual biases.
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4 factors influencing customers perception.
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Selective retention.
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4 factors influencing customers perception.
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Closure.
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Customers' buying processes.
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Need recognition
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Customers' buying processes.
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Need recognition
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Customers' buying processes.
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Search for information
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Customers' buying processes.
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Need recognition
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Customers' buying processes.
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Search for information
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Customers' buying processes.
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Pre-purchase evaluation of alternatives.
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Customers' buying processes.
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Need recognition
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Customers' buying processes.
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Search for information
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Customers' buying processes.
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Pre-purchase evaluation of alternatives.
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Customers' buying processes.
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Purchase.
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Customers' buying processes.
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Need recognition
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Customers' buying processes.
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Search for information
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Customers' buying processes.
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Pre-purchase evaluation of alternatives.
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Customers' buying processes.
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Purchase.
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Customers' buying processes.
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Consumption
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Customers' buying processes.
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Need recognition
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Customers' buying processes.
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Search for information
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Customers' buying processes.
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Pre-purchase evaluation of alternatives.
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Customers' buying processes.
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Purchase.
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Customers' buying processes.
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Consumption
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Customers' buying processes.
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Post-consumption evaluation
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Customers' buying processes.
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Divestment.
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Classification of buying decision processes.
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Routine decisions
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Classification of buying decision processes.
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Routine decisions
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Classification of buying decision processes.
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Limited decisions
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Classification of buying decision processes.
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Routine decisions
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Classification of buying decision processes.
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Limited decisions
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Classification of buying decision processes.
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Extensive decisions
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