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marketing
autor: tyta
Marketingprocess by which companies create value for customers & build strong relationships
Core customer and marketplace conceptsneeds,wants,demands;market offerings;value&satisfaction;exchange and relatn;markets
Steps in the marketing processUnderst marketplc+customer needs;design cust drivn strategy;preper integr mark plan;build cust rela+
marketing managemantart of choosing target markets
marketing managemant orientationsproduct,production,selling,marketing,societal marketing
customer relationship managementprocess of building and maintaining profitable cust relationship by customer value+satisfaction
strategic planningprocess of developing and maintaining a strategic fit between organizations goals and capabilities
steps in wide-strategic planningdefin a market oriented mission;setting objectiv&goals;designing business portfolio;detld mark plan
portfolio planninganalyze curent port;adjust to firms strenghts by dvlp growth and downsizing strategy
marketing strategylogic by which company hopes to create customer value
customer-driven marketing strategy elementssegmentation, targeting, differentiation, positioning
forces developing integrates marketing mix4ps-product, place,price,promotion
bases for segmenting consumergeographic, demographic, psychographic(social class&lifestyle),behavioral(knowledge&attitudes)
Bases for segmenting businessbusiness demographic;operating characteristics;purchase approach;situationl factors;personal charact
For segmentation analysis to be effective, segments must be:measurable, accessible, substantial, differentiable, actionable
how to evaluate market segments and choose the right one?ev. by size,growth charact,structurl atractiveness,compatibilit with comp objectvs+ choose strategy
choosing market targeting strategiesundifferented marketing;differentiated marketing;concentrated marketing;micromarketing
how companies differentiate + position product?identyfy set of possible differentiations;choose adv on which to build a posit;selec overall posit s
overal positioning strategiesmore for more; more for the same; same for less, less for much less
types of products and servicesconsumer product (convenience,shoppin,specialty,unsought) ; industrial product
decisions regarding individual product and serviceproduct attributes, branding, packaging, labeling,support services
decisions regarding product lineline lenght,line filling, line stretching
decisions regarding product mixwidth, lenght, depth, consistency
characteristics of services (affect services)serv intangibility,inseparability,variability,pershiability
good service:focus on employee&customers;undrst service profit chain;focus on internal mark and interacti
branding strategy decisionsa)brand equity b)building strong brands(position,name,sponsorship*,development*)
pricing strategiesCustomer Value pricing (good value+value added) ; cost based pricing*, competition based*
other factors affecting proce decisionsnature of market; overall marketing strategy, goals, mix
new-product pricing strategiesmarket skimming pricing; market penetration pricing
strategies to maximize the profits from product mixprod lind pricing,optional product pricin,captive product pricin,by-product pricin,prod bundle prici
strategies to adjust a proce to customers+situationsdiscount and allowance;segmented;psychol;promotional;geographical;dynamic;international
geographical pricesFOB origin prices;uniform delivered pricing;zone pricing;basing point pricing
types of retailersa)amount of service* b)product line sold c)relative proces d)organizational approach
types of retailers - product line soldspecialty stores, depertment stores, supermarkets, convenience stores,superstores
retailer marketing decisions4 P + segmentation, positioning itp
trends in retailingslowed economy, retail convergence,rise of megaretailers, nonstore retailing
types of wholesailingmerchant wholesaler(posessed goods),broker(assists in negotiations) and agent; mnfactrs sales branch
decisions of wholesalers4 P + segmantation, positioning
promotion mix toolsadvertising,sales promotions,personal selling, public relations,direct marketing
integrated marketing communicationsintegrating many communication channels to deliver a clear message about an organization
Steps in effective marketing communicationIdentify target audience;determine communication objectv;desiging a message;media;mess source,feedba
consumer readiness stagesawareness, knowledge, liking, preference, conviction, purchase
Methods for setting promotion businessaffordable method; percentage of sales method;competitive party method;objective and task method
factors affecing design of the promotion mixpush and pull strategy