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Consumer Behavior Exam #1
Flashcards
11
Marketing
Undergraduate 3
02/25/2013

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Term
Marketing
Definition
The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services, to create exchange values that satisfy individual and organizational objectives.
Term
Marketing Concept
Definition
Focusing on consumer needs
Integrating all activities of the organization, including production, to satisfy consumer needs
Achieving long-run profitability through the satisfaction of consumer needs
Term
Positioning
Definition
a psychological concept—The place a brand occupies in the mind of the consumer relative to other product offerings in the category.
Term
Current Definition of Marketing
Definition
the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, and society at large (2007).
Term
CONSUMER SOVEREIGNTY
Definition
The individual consumer is the ultimate authority on what is best for him or herself.
Term
Societal Marketing Concept
Definition
An approach to decision making that focuses on the societal consequences of satisfying individual consumer needs for private for profit businesses.
Term
Social Marketing
Definition
Programs launched by government and private nonprofit organizations to discourage deleterious consumption behavior (cigarette smoking, excessive drinking, abuse of illicit drugs, unsafe sexual practices) or encourage beneficial consumption behavior (healthy lifestyles, nutrition, exercise, etc.)
Term
Business Definition
Definition
The core consumer needs the organization satisfies.
Term
Business Objective
Definition
State exactly what is to be accomplished
Designate the quantitative level to be achieved
Specify the time frame for achieving the objectives
Term
Product
Definition
Every want-satisfying attribute a consumer perceives in making an exchange, including psychological as well as physical benefits.

Defines a product from the consumer’s viewpoint –on what the consumer is buying – not what marketers think they are selling.
Term
Perception
Definition
To perceive is to see, hear, touch, taste, smell, or sense internally, some thing, event, or relation, and to organize, interpret, and derive meaning from the experience.
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