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15 Cards in this Set
- Front
- Back
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What is Marketed: |
Goods Services Events Experiences Persons Places Properties Organizations Information Ideas |
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6 Major Forces in Broad Environment: |
Demographic Economic Socio-Cultural Natural Political-Legal Technological |
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The New Marketing Realties: |
Technology Globalization Social Responsibility |
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Company Orientations Toward the Marketplace: |
Production Concept Product Concept Selling Concept Marketing Concept |
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4 P's |
Product Price Place Promotion |
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4 C's |
Customer Needs Cost to consumer Convenience Communication |
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4 A's |
Acceptability Affordability Accessibility Awareness |
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4 O's |
Objects Objectives Organization Operations |
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Modern Marketing Management 4 P's |
People Processes Programs Performance |
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Negative demand Non-existent demand Latent demand Declining demand Irregular demand Full demand Overfull demand Unwholesome demand |
Types of demand: |
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- Consumer markets - Business markets - Global markets - Nonprofit and governmental markets |
Key customer markets: |
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- Needs, wants, and demands - Target markets positioning and segmentation - Offering and brands - Paid, owned and earned media - Value and satisfaction - Competition - Market environment - Marketing channels - Impressions and engagement - Supply chain |
Core marketing concepts: |
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- Can use the internet as a powerful information and purchasing aid - Can search, communicate and purchase on the move - Can tap into social media to share opinions and express loyalty - Can actively interact with companies - Can reject marketing they find inappropriate |
New consumer capabilities: |
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- Can use internet as a powerful information and sales channel, including for individually differentiated goods - Can collect fuller and richer information about markets, customers, prospects, and competitors - Can reach customers quickly and efficiently via social media and mobile marketing, sending targeted ads, coupons, and information - Can improve purchasing, recruiting, training, and internal and external communications - Can improve cost efficiently |
New company capabilities: |
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Company Customer Competitors Collaborators Climate |
5C's: |
