Term
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Definition
- more than just selling and advertising
- begins with needs
- involves exchanges
- builds relationships |
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Term
| Keys to becoming a more focused marketer |
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Definition
- know your customer
- make the products they want
- use targeted and new media
- use non-media to reach the customer
- reach the customer in the store
- sharpen your promotions
- work with retailers
- remain flexible |
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Term
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Definition
- due to poor promotion or misinterpretation of customer wants
- wrong targeted consumer |
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Term
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Definition
- deceptive, annoying, or offensive
- marketing dangerous or bad for society products
- makes people materialistic
- confusing or deceptive packaging/labeling
- intermediaries (wholesaler, retailer) don't add value
- stereotypes |
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Term
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Definition
Performance of activities that seek to accomplish an organization's objectives by anticipating customer or client needs and directing a flow of need satisfying goods and services from producer to consumer
- understand needs, then target product to fulfill these needs |
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Term
| Micro-marketing vs. Macro-marketing |
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Definition
Micro-marketing: activities carried out by independent firm
- ex) Proctor and Gamble
Macro-marketing: social process, directs flow of goods and services |
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Term
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Definition
What may be good for an individual marketer may not be good for society
- ex) alcohol sales may produce alcoholics |
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Term
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Definition
- command = government controls things like the flow of goods and services, price, quantity, etc.
- market directed = government hands-off approach |
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Term
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Definition
1) quantity
- producers want to produce on large scale (economies of sale, the more you produce the cheaper it is) but consumer buys in small quantities
2) assortment
- most producers don't have wide assortment, but consumer wants variety |
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Term
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Definition
1) spatial separation
- producers will have factories where it's economically advantageous, but consumers want it everywhere
2) separation in time
- consumer doesn't want product right when it's ready
3) separation of information
4) separation of values
- producers value based on profit, but consumers value if product satisfies needs
5) separation of ownership
- producers have legal ownership of product we want |
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Term
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Definition
- the producer
- intermediaries (wholesaler, retailer)
- consumers
- marketing collaborators (ex. advertising agency) |
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Term
| Eras in marketing evolution |
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Definition
1) simple trade era
- ex) chair maker sells chairs himself (small scale)
2) production era
- producing on a large scale
3) sales era
- depression hit
4) marketing department era
- industry began to take off and marketing departments boomed
5) marketing company era
- everyone in the organization should be focused on marketing |
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Term
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Definition
- customer orientation and satisfaction
- total company effort
- profit or some other measure of success |
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Term
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Definition
- Trade off between benefits and costs (aka economic and non)
- Customer satisfaction: purchase expectations vs. post purchase evaluation
- Confirmation/disconfirmation paradigm:
* confirmation: expectations = evaluation
* positive disconfirmation: expectations < evaluation
* negative disconfirmation: expectations > evalutation |
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Term
| Challenges in non-profit marketing |
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Definition
1) Multiple publics (aka multiple targets)
2) Government influence
3) May be attempting to change people's behavior (Lung association wants you to stop smoking)
4) Benefits are more difficult to convey
5) Less control over promotional activities (controlled by Ad Council) |
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Term
| Marketing strategy for non-profits |
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Definition
1) broadening concept
- a lot of what for-profit companies do can be applied to non-profits
2) identify opportunities
3) segment markets and positioning
- segmenting: who am I targeting?
- positioning: how do people see my product compared to other products?
4) target market and marketing mix |
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