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28 Cards in this Set
- Front
- Back
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Three elements of marketing solutions |
Two or more parties who are potentially interested in exchange. Each parties posessing things of value to others. Each parties capable of communication and delivery. |
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A social and managerial process, and it also identifies customer needs and wants |
Marketing |
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state of felt deprivation |
Needs |
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food, clothing, shelter, safety, etc |
Physical |
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belonging and affection |
Social |
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knowledge and self expression |
Individual |
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are the form taken by human needs as they are shaped by cultures and undividual personality |
Wants |
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When backed buying power, wants become |
Demands |
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People satisfy theirs needs and wants |
Product |
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Consumer usually face a broad areay of products that might satisfy a given need |
Value& Satisfaction |
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the act of obtaining a desired object from someone by offering something in return |
Exchange |
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consists of trade of values between two parties |
Transaction |
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building of strong economic and social ties by promising and consistently delivering high products |
Relationship |
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6 Micro enviroment |
Suppliers Company Competitors Marketing Interdiaries Customer Publics |
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6 Macro enviroment |
Demographic Economic Natural Technologies Politics Cultural |
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what are the goals of marketing system |
Maximize Consumption " Consumer Satisfaction " Choic " Life Quality |
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The marketing concept |
A customer orientation Backed by integrated marketing Aimed at genersting customer satisfaction Key to satisfying the organizations goals |
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a managerially relevant partitioning of the market |
Segmentation |
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dividing the market units such as nations, regions, provinces, cities, municipalities |
Geographic |
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dividing the market such as age, gender, family size etc. |
Demographic |
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divides the buyers based on their knowledge, attitudes,uses, or responses to a product |
Behavioral |
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divides buyers based on social class, lifestyle, or personality characteristics |
Psychographic |
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identification of segment specific opportunities |
Targeting |
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a communication strategy |
Positioning |
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Positioning strategies |
Product Attributes Usage Occasion Classes of users Against a competitor Away from the competitors |
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4 evolution of marketing concept |
Production concept Product " Sales " Marketing " |
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Core marketing concepts |
Market Need, Wants, Demands Products Value Satisfaction Exchange, Transaction, and Relationship |
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Objective |
Planning Leading Organizing Controlling |
