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marketing
group of activities designed to expedite transactions by creating, distributing, pricing, and promoting goods, services, and ideas
functions of marketing
buying, selling, transporting, storing, grading, financing, market research, risk taking
BSTSGFRR
Bettie stresses to spread good for red risks
exchange
the act of giving up one thing (money, credit, labor, goods) in return for something else (goods, services, or ideas)
value
customer's subjective assessment of benefits relative to costs in determining the worth of a product
customer value = customer benefits - customer costs
customer costs
include anything a buyer must give up to obtain the benefits the product provides including cost, time, effort, and risk
marketing concept
the idea that an organization should try to satisfy customer needs coordinated activities that also allow it to achieve its own goals
market orientation
requires organizations to gather information about customer needs, share that information throughout the entire firm, and use it to help build long-term relationships with customers
must first determine what customers want and then produce it, rather than making the products first and then trying to persuade customers that they need them
production orientation
New technologies, such as electricity, railroads, internal combustion engines, and mass-production techniques, made it possible to manufacture goods with ever increasing efficiency
Together with new management ideas and ways of using labor, products poured into the marketplace, where demand for manufactured goods was strong.
sales orientation
businesspeople viewed sales as the primary means of increasing profits
those who adopted the sales orientation perspective believed the most important marketing activities were personal selling and advertising
marketing strategy
a plan of action for developing, pricing, distributing, and promoting products that meet the needs of specific customers
market
a group of people who have a need, purchasing power, and the desire and authority to spend money on goods, services, and ideas
target market
more specific group of consumers on whose needs and wants a company focuses its marketing efforts. Target markets can be further segmented into business markets and consumer markets
Business-to-business (B2B)
involves marketing products to customers who will use the product for resale, direct use in daily operations, or direct use in making other products
Business-to-consumer (B2C)
marketing directly to the end consumer
total-market approach
firms try to appeal to everyone and assume that all buyers have similar needs and wants
market segmentation
divide the total market into groups of people
market segment
collection of individuals, groups, or organizations who share one or more characteristics and thus have relatively similar product needs and desires
concentration approach
a company develops one marketing strategy for a single market segment
the concentration approach allows a firm to specialize, focusing all its efforts on the one market segment
multisegment approach
marketer aims its marketing efforts at two or more segments, developing a marketing strategy for each.
Many firms use a ____________ that includes different advertising messages for different segments
Requirements for a firm to successfully use a concentration or multisegment approach to market segmentation
1. Consumers' needs for the product must be heterogeneous.
2. The segments must be identifiable and divisible.
3. The total market must be divided in a way that allows estimated sales potential, cost, and profits of the segments to be compared.
4. At least one segment must have enough profit potential to justify developing and maintaining a special marketing strategy.
5. The firm must be able to reach the chosen market segment with a particular market strategy.
bases for segmenting markets
demographic, geographic, psychographic, behavioristic
DGPB - Diya’s Good Peanut Butter
psychographic segmentation variables
personality, motives, lifestyle
PML - Porshe, Maserati, Lambo
marketing mix
refers to four marketing activities—product, price, distribution, and promotion—that the firm can control to achieve specific goals within a dynamic marketing environment
PPPD
marketing environment
The competitive, economic, political, legal and regulatory, technological, and sociocultural forces that surround the customer and affect the marketing mix
product
any physical good, service, or idea, or some combination--is a complex mix of tangible and intangible attributes that provide satisfaction and benefits
A good is a physical entity you can touch
price
value placed on an object exchanged between a buyer and a seller
distribution (place)
making products available to customers in the quantities desired
promotion
persuasive form of communication that attempts to expedite a marketing exchange by influencing individuals, groups, and organizations to accept goods, services, and idea
The aim of promotion is to communicate directly or indirectly with individuals, groups, and organizations to facilitate exchanges
promotion includes advertising, personal selling, etc
marketing research
systematic, objective process of getting information about potential customers to guide marketing decisions
Such information might include data about the age, income, ethnicity, gender, and educational level of people in the target market, their preferences for product features, their attitudes toward competitors' products, and the frequency with which they use the product.
primary data
observed, recorded, or collected directly from respondents
secondary data
compiled inside or outside the organization for some purpose other than changing the current situation
buying behavior
decision processes and actions of people who purchase and use products. It includes the behavior of both consumers purchasing products for personal or household use and organizations buying products for business use
psychological variables of buying behavior
perception, motivation, learning, attitude, personality
PMLAP - Pick more lilies and petunias.
perception
the process of organizing and interpreting sensory information, enabling us to recognize meaningful objects and events
motivation
a need or desire that energizes and directs behavior
learning
a relatively permanent change in behavior due to experience
attitude
a positive, negative, or mixed reaction to a person, object, or idea
personality
an individual's characteristic style of behaving, thinking, and feeling
social variables of buying behavior
social roles, reference groups, social classes, culture
SRSC - Start risking, stop caring
social roles
shared expectations in a group about how particular people are supposed to behave
reference groups
groups with whom buyers identify and whose values or attitudes they adopt
social classes
groups of people that occupy different ranks or levels in society
culture
the enduring behaviors, ideas, attitudes, and traditions shared by a large group of people and transmitted from one generation to the next
influences development on marketing strategy
political, legal, regulatory, social, competitive, economic, and technological forces comprise the marketing environment.
PLRSCET - Police left robbers standing center even target
digital advertising
caters to both large and small companies
is often less expensive than traditional advertising
allows companies to directly interact with its customers
product development process
1. idea development
2. new idea screening
3. business analysis
4. product development
5. test marketing
6. commercialization
new idea screening
marketing manager should look at the organization's resources and objectives and assess the firm's ability to produce and market the product
important aspects to be considered at this stage are consumer desires; the competition; technological changes; social trends; and political, economic, and environmental consideration
business analysis
basic assessment of a product's compatibility in the marketplace and its potential profitability. Both the size of the market and competing products are often studied at this point.
product development
If a product survives the first three steps, it is developed into a prototype that should reveal the intangible attributes it possesses as perceived by the consumer
often expensive, and few product ideas make it to this stage
copyrights, potential target markets, packaging and labeling, and tentative advertising copy are part of marketing mix for PD
test marketing
trial minilaunch of a product in limited areas that represent the potential market
commercialization
full introduction of a complete marketing strategy and the launch of the product for commercial success
the firm gears up for full-scale production, distribution, and promotion
consumer products
for household or family use; they are not intended for any purpose other than daily living.
can be further classified as convenience products, shopping products, and specialty products on the basis of consumers' buying behavior and intentions.
convenience products
such as beverages, granola bars, gasoline, and batteries, are bought frequently, without a lengthy search, and often for immediate consumption
consumers spend virtually no time planning where to purchase these products and usually accept whatever brand is available
shopping products
such as computers, smartphones, clothing, and sporting goods, are purchased after the consumer has compared competitive products and "shopped around."
Price, product features, quality, style, service, and image all influence the decision to buy
specialty products
such as motorcycles, designer clothing, art, and rock concerts, require even greater research and shopping effort
consumers know what they want and go out of their way to find it. They are not willing to accept a substitute; special
business products
used directly or indirectly in the operation or manufacturing processes of businesses.
They are usually purchased for the operation of an organization or the production of other products; thus, their purchase is tied to specific goals and objective
product line
a group of closely related products that are treated as a unit because of a similar marketing strategy
product mix
all the products offered by an organization
stages of the product life cycle
introduction, growth, maturity, decline
IGMD - Implant, Grout, Molar, Dentist
introductory stage
consumer awareness and acceptance of the product are limited, sales are zero, and profits are negative
profits are negative because the firm has spent money on research, development, and marketing to launch the product
during this stage, marketers focus on making consumers aware of the product and its benefits
growth stage
sales increase rapidly and profits peak, then start to decline; increase then decrease from competition
one reason profits start to decline during the growth stage is that new companies enter the market, driving prices down and increasing marketing expenses
during this stage, the firm tries to strengthen its position in the market by emphasizing the product's benefits and identifying market segments that want these benefits
maturity stage
sales increase at the beginning, then the sales curve peaks and start to decline while profits continue to decline
characterized by severe competition and heavy expenditures - higher grade level; higher competition
decline stage
sales continue to fall rapidly
profits also decline and may even become losses as prices are cut and necessary marketing expenditures are made
as profits drop, firms may eliminate certain models or items. To reduce expenses and squeeze out any remaining profits, marketing expenditures may be cut back, even though such cutbacks accelerate the sales decline.
Finally, plans must be made for phasing out the product and introducing new ones to take its place
identify products with BPLP
branding, packaging, labeling, and product quality
branding
the process of naming and identifying products.
A brand is a name, term, symbol, design, or combination that identifies a product and distinguishes it from other products
manufacturer brands
brands initiated and owned by the manufacturer to identify products from the point of production to the point of purchase
private distributor brands
brands, which may cost less than manufacturer brands, that are owned and controlled by a wholesaler or retailer
generic products
products with no brand name at all
packaging
external container that holds and describes the product, influences consumers' attitudes and their buying decisions
protection, promotion, economy, convenience
labeling
presentation of important information on the package, is closely associated with packaging
content of a label, often required by law, may include ingredients or content, nutrition facts, care instructions, suggestions for use, the manufacturer's address and toll-free number, website, and other useful information. This information can have a strong impact on sales.
The labels of many products, particularly food and drugs, must carry warnings, instructions, certifications, or manufacturers' identifications
product quality
reflects the degree to which a good, service, or idea meets the demands and requirements of customers
products are often referred to as reliable, durable, easily maintained, easily used, a good value, or a trusted brand name
pricing objectives
specify the role of price in an organization's marketing mix and strategy
usually are influenced not only by marketing mix decisions, but also by finance, accounting, and production factors.
Maximizing profits and sales, boosting market share, maintaining the status quo, and survival are four common pricing objectives.
price skimming
a pricing policy whereby a firm charges a high introductory price, often coupled with heavy promotion
often used to allow the company to generate much-needed revenue to help offset the costs of research and development
penetration price
low price designed to help a product enter the market and gain market share rapidly
psychological pricing
encourages purchases based on emotional rather than rational responses to the price
even/odd pricing: people will buy more of a product for $9.99 than $10 because it seems to be a bargain at the odd price
symbolic/prestige pricing: high prices connote high quality. Thus the prices of certain fragrances and cosmetics are set artificially high to give the impression of superior quality
reference pricing
type of psychological pricing in which a lower-priced item is compared to a more expensive brand in hopes that the consumer will use the higher price as a comparison price.
The main idea is to make the item appear less expensive compared with other alternatives
price discounting
employed to boost sales
Quantity discounts reflect the economies of purchasing in large volumes.
Seasonal discounts to buyers who purchase goods or services out of season help even out production capacity.
Promotional discounts attempt to improve sales by advertising price reductions on selected products to increase customer interest.
Often, promotional pricing is geared toward increased profits
marketing channel (channel of distribution)
group of organizations that moves products from their producer to customers
Organizations that bridge the gap between a product's manufacturer and the ultimate consumer are called middlemen, or intermediaries.
They create time, place, and ownership utility. Two intermediary organizations are retailers and wholesalers.
which utilities are provided by intermediaries
time, place, ownership
retailers
buy products from manufacturers (or other intermediaries) and sell them to consumers for home and household use rather than for resale or for use in producing other products
Retailers arrange for products to be moved from producers to a convenient retail establishment (place utility).
They maintain hours of operation for their retail stores to make merchandise available when consumers want it (time utility).
They also assume the risk of ownership of inventories (ownership utility)
direct marketing
use of nonpersonal media to communicate products, information, and the opportunity to purchase via media such as mail, telephone, or the Internet
direct selling
involves the marketing of products to ultimate consumers through face-to-face sales presentations at home or in the workplace
wholesalers
intermediaries who buy from producers or from other wholesalers and sell to retailers
supply chain management
connecting and integrating all parties or members of the distribution system in order to satisfy customers.
It involves long-term partnerships among marketing channel members working together to reduce costs, waste, and unnecessary movement in the entire marketing channel in order to satisfy customers
it goes beyond traditional channel members (producers, wholesalers, retailers, customers) to include all organizations involved in moving products from the producer to the ultimate customer
intensive distribution
makes a product available in as many outlets as possible - intense; all
selective distribution
uses only a small number of all available outlets to expose products.
most often used for products that consumers buy only after shopping and comparing price, quality, and style
exclusive distribution
exists when a manufacturer gives an intermediary the sole right to sell a product in a defined geographic territory - intermediary in defined geographic territory
physical distribution
includes all the activities necessary to move products from producers to customers—inventory control, transportation, warehousing, and materials handling
warehousing
is the design and operation of facilities to receive, store, and ship products.
A warehouse facility receives, identifies, sorts, and dispatches goods to storage; stores them; recalls, selects, or picks goods; assembles the shipment; and finally, dispatches the shipment
promotion mix
Advertising, personal selling, publicity, and sales promotion
APPS
integrated marketing communications
process of coordinating the promotion mix elements and synchronizing promotion as a unified effort
advertising
paid form of nonpersonal communication transmitted through a mass medium, such as television commercials, magazine advertisements, or online ads
advertising campaign
involves designing a series of advertisements and placing them in various media to reach a particular target audience
personal selling
is direct, two-way communication with buyers and potential buyers.
For many products—especially large, expensive ones with specialized uses, such as cars, appliances, and houses—interaction between a salesperson and the customer is probably the most important promotional tool.
most flexible of the promotional methods because it gives marketers the greatest opportunity to communicate specific information that might trigger a purchase
sales promotion
involves direct inducements offering added value or some other incentive for buyers to enter into an exchange
push strategy
attempts to motivate intermediaries to push the product down to their customers; push to customers
company attempts to motivate wholesalers and retailers to make the product available to their customers
pull strategy
uses promotion to create consumer demand for a product so that consumers exert pressure on marketing channel members to make it available; promotions pull customers to products
objectives of promotion
stimulate demand, to stabilize sales, and to inform, remind, and reinforce customers
promotional positioning
uses promotion to create and maintain an image of a product in buyers' minds ; promotion to create image for buyer
warehousing functions
ships, stores, receives goods