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12 Terms
4ps
Product, Place, Promotion, and Pricing
Primary goals of this strategic process are:
Driving sales volume & Building brand equity.
Sales Orientation
Historic sources of competitive advantage (technology, innovation, and economies of scale) allowed sales-oriented companies to focus efforts internally and prosper
Market Orientation
Successful firms today derive competitive advantage from external, marketoriented focus
Functional Job
What customers want to achieve
Emotional Job
How customers can connect and experience
Personal Job
How customers want to feel
Social Job
How customers want to be perceived by others
Sales-Oriented Firm
Sales-oriented firm targets everybody
Market-Oriented Firm
Targets specific groups of consumers using targeted tools
Market-Oriented Firm: Targets specific groups of consumers using targeted tools
Customer Relationship Management (CRM) systems
Big data analytics
On-demand marketing techniques