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| Focus on efficiency in production and distribution of goods and services |
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| Focus on making good products and improving them over time |
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| Actions directed at stimulating customers' interest through aggressive sales and promotion efforts (Advertising, discounts, high-pressure selling) |
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| Focus on identifying and responding to the needs of the purchaser (generates profit through the creation of customer value) |
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| a state of perceived deprivation; basic human requirements |
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| A desire for a specific satisfier of a deep need |
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| A want that is backed up by an ability to pay |
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| A major part of the market dislikes or doesn't want a product, and may even pay to avoid it (health care is such a negative good) |
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| "look over in the 'GNC' second on Aisle 13A" |
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| "we have a couple of different products, the Certified Brand is more consistent in delivering the active ingredient" |
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| "That's a good start, but we also have found that this time of year many people benefit from increasing their exposure to artificial sunlight.. here's our Vitality Lamp" |
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| "Tell me more about why you think you need St John's Wort" |
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| 5 Ps of the Marketing Mix- variables that a company can control which may influence customer responses |
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| Product, Price, Place, Promotion, Positioning |
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| The mix of goods and services provided by the pharmacy |
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| Must be sufficient to cover costs and return a profit |
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| Decision about place include both business location and means of distributing goods and services to the consumer |
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| Activities seeking to Inform, Remind, and Persuade. Directed at a target market, designed to translate needs into wants and demands |
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| Paid, non-personal promotion by a sponsor |
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| short term incentives (coupons, samples, trials) |
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| nonpersonal information about a product or organization that is not paid for by the organization |
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| sales presentations to individual customers; sales presentations to referral sources |
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| approach for small businesses using low cost imaginative techniques, often resulting in free publicity to market the firm and its products |
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| "the act of designing the company's offering and image to occupy a distinctive place in the mind of the target market" |
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| a positioning statement that set forth: what benefit do you provide? for whom is it provided? how do you do it uniquely well? --- Informs shareholders, employees, suppliers, customers |
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