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marketing ch.1
marketing
Question | Answer |
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marketing | An organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organizers and stakeholders |
relationship marketing | Aims to build mutually satisfying long-term relationships with key constituents in order to earn and retain their business. |
integrated marketing | requires the marketer to devise marketing activities and assemble fully integrated marketing programs that create, communicate, and deliver value for customers. 4 Ps |
marketing management | The art and science of choosing target markets and getting, keeping, and growing customers through creating delivering, and communicating superior customer value. |
segment markets | 1. need market 2. product markets 3. demographic markets 4. geographic markets 5. other |
marketer | someone who seeks a response from another party called a prospect. |
CMO- chief marketing officer What do they do? | 1. strengthen a brand 2. measure marketing effectiveness 3. use consumer needs to drive product development. 4. gather meaningful customer insights. 5. leverage new marketing technology. |
marketing process | 1. analyze marketing opportunities 2. select target markets 3. design marketing strategies. 4. develop marketing programs 5. manage the marketing effort. |
segmentation | identify and profile distinct groups of buyers examining demographics. |
target markets | segments presenting the greatest opportunity |
positioning | what the offering means in the minds of the target buyers as delivering some central benefit(s) |
value proposition | a set of benefits to satisfy customer's needs. |
value | the sum of the perceived tangible and intangible benefits and costs to customers. ex= customer value triad--> Quality, Service, Price QPS |
satisfaction | a person's comparative judgment of a products perceived performance (or outcome) in relation to expectation. |
communication channels | deliver and receive messages from target markets. |
distribution channels | display, sell, or deliver the physical product or service to the buyer or user. |
service channels | carry out transactions with potential buyers. |
production concept | premise-consumer's prefer products that are widely available and inexpensive. focus on: -high production efficiency -low costs -mass distribution |
product concept | premise- consumers favor products offering the most quality, performance, or innovative features. focus on: -making superior products -improving them over time |
integrated marketing | requires the marketer to devise marketing activities and assemble fully integrated marketing programs that create, communicate, and deliver value for customers. |
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