Transcript marketing activities directed toward identifying and satisfying

MARKETING
1.
ACTIVITIES DIRECTED TOWARD IDENTIFYING AND
SATISFYING CUSTOMER NEEDS AND WANTS THROUGH A
PROCESS OF EXCHANGE
2. THE PROCESS OF PLANNING AND EXECUTING THE
CONCEPTION, PRICING,PROMOTION AND DISTRIBUTION OF
IDEAS, GOODS AND SERVICES TO CREATE EXCHANGES
THAT SATISFY INDIVIDUAL AND ORGANIZATIONAL
EXCHANGE
MARKETING IS MORE THAN SELLING
SELLING CONCEPT
STARTS WITH EXISTING PRODUCT IN THE FACTORY AND CALLS PROMOTIONAL
EFFORTS TO ACCOMPLISH PROFITABLE SALES
MARKETING CONCEPT
STARTS WITH CLEARLY DEFINED MARKET, FOCUSES ON CUSTOMER NEEDS
AND WANTS, AND COORDINATE ALL MARKETING ACTIVITIES(PRODUCT
CREATION, DISTRIBUTION, PROMOTION ETC) TO OBTAIN PROFITS.
MARKETING RESEARCH
INVOLVES COLLECTING AND USING INFORMATION FOR
MAKING MARKETING DECISIONS
TYPES OF RESEARCH DESIGN
EXPLORATORY CAUSAL
RESEARCH
RESEARCH
DESCRIPTIVE
RESEARCH
(INVESTIGATING THE
MAIN PURPOSE)
(IDENTIFYING THE
CUSTOMER OR
PRODUCT PROFILE)
(INVESTIGATING THE
RELATIONSHIP,
CAUSE AND EFFECT
OF EVENTS)
MARKETS
SELLER’S MARKET
MANY BUYERS, FEW PRODUCTS
BUYER’S MARKET
FEW BUYERS, MANY PRODUCTS
SEGMENTED MARKET
CUSTOMERS WITH SIMILAR CHARACTERISTICS
MASS MARKET
CUSTOMERS WITH DIFFERENT CHARACTERISTICS
CONSUMER MARKETS
BUSINESS MARKETS
SEGMENTING THE MARKETS
CONSUMER MARKET
SEGMENTATION
GEOGRAPHIC SEGMENTATION
DEMOGRAPHIC
SEGMENTATION
PSYCHOGRAPHICS
SEGMENTATION
GEO-DEMOGRAPHIC
SEGMENTATION
USAGE RATE SEGMENTATION
BENEFIT SEGMENTATION
BUSINESS MARKET
SEGMENTATION
SEGMENTING BY
ORGANIZATIONAL
CHARACTERISTICS
BENEFIT SEGMENTATION
CONSUMER BEHAVIOR
RELATES TO THE ACTIONS AN INDIVIDUAL TAKES IN
PURCHASING AND USING PRODUCTS
FACTORS AFFECTING CONSUMER BEHAVIOR
PSYCHOLOGICAL FACTORS
MOTIVATION, PERSONALITY, PERCEPTION, LEARNING, VALUES, BELIEFS,
ATTITUDES, LIFESTYLE ETC.
SOCIO-CULTURAL FACTORS
WORD-OF-MOUTH, OPINION LEADERS, FAMILY INFLUENCES, SOCIAL
CLASS, CULTURES AND SUB-CULTURES
MARKETING MIX
(4P
OR
P3D )
PRODUCT
PRICING
PROMOTION
DISTRIBUTION (PLACE)
PRODUCT
ANYTHING THAT CAN BE OFFERED TO MARKET BY THE COMPANIES
THAT MIGHT SATISFY CUSTOMERS’ NEEDS AND WANTS
SERVICE
A FORM OF PRODUCT THAT CONSISTS OF ACTIVITIES, BENEFITS
OFFERED FOR SALE THAT ARE ESSENTIALLY INTANGIBLE
TYPES OF PRODUCTS
(BY THE DEGREE OF PRODUCT
TANGIBILITY)
DURABLE PRODUCTS
NON-DURABLE
PRODUCTS
** PACKAGED
**UNPACKAGED
(BY THE TYPE OF ITS USER)
CONSUMER PRODUCTS
**CONVENIENCE PRODUCTS
**SHOPPING PRODUCTS
**SPECIALITY PRODUCTS
INDUSTRIAL PRODUCTS
**PRODUCTION PRODUCTS
**SUPPORT PRODUCTS
PRODUCT LIFE CYCLE
INTRODUCTION STAGE
GROWTH STAGE
MATURITY STAGE
DECLINE STAGE
PRODUCT LIFE CYCLE CAN BE EXTENDED
THROUGH
PRODUCT MODIFICATIONS
MARKET MODIFICATIONS
PRODUCT REPOSITIONING
STAGES OF THE NEW
PRODUCT DEVELOPMENT
IDEA GENERATION
SCREENING
PRODUCT DEVELOPMENT
PRODUCT MARKET TESTING
BUSINESS ANALYSIS
COMMERCIALIZATION
PRODUCT MIX
AND
PRODUCT LINES
PRODUCT LINES
(GROUP OF CLOSELY RELATED
PRODUCT ITEMS THAT A
COMPANY OFFERS TO THE
MARKET)
PRODUCT MIX
(INCLUDES ALL DIFFERENT
PRODUCT LINES THAT A
COMPANY OFFERS TO THE
MARKET)
BRANDING
BRAND
(NAME, SIGN, SYMBOL ETC.)
BRAND EQUITY
(REFERS TO VALUE OF BRAND)
BRAND LOYALTY
(CONSUMERS’ PREFERING PARTICULAR BRAND)
BRAND RECOGNITION
BRAND PREFERENCE
BRAND INSISTENCE
TRADEMARKS
(BRANDS UNDER LEGAL PROTECTION)
BRANDING
MANUFACTURER’S BRAND
(BRANDS OWNED BY MANUFACTURER)
PRIVATE BRAND
(BRANDS OWNED BY WHOLESALER OR RETAILER)
GENERIC PRODUCTS
(UNBRANDED PRODUCTS)
PACKAGE
(HOLDS THE CONTENTS AND PROTECTS PRODUCTS)
LABELING
(PROMOTIONAL OR INFORMATIONAL LOGO OR THEME)
PERSUASIVE LABELLING
(FOCUSES ON PROMOTIONAL LOGO OR THEME)
INFORMATIONAL LABELING
(PROVIDES INFORMATION )
SERVICE PROCESSING
PEOPLE PROCESSING
(SERVICE DIRECTED AT CUSTOMER)
POSSESION PROCESSING
(SERVICE DIRECTED AT SOMETHING THAT CUSTOMER OWNS)
INFORMATION PROCESSING
(SERVICE THAT INVOLVES THE USE OF BRAINPOWER OR
TECHNOLOGY)
MARKETING CHANNELS
(DISTRIBUTION CHANNELS)
DIRECT MARKETING CHANNEL
* MAIL ORDERS
* INTERNET SALES
* DOOR-TO-DOOR SELLING
INDIRECT MARKETING CHANNEL
* WHOLESALERS
MANUFACTURER-OWNED WHOLESALERS
MERCHANT WHOLESALERS
* RETAILERS
STORE RETAILING
NON-STORE RETAILING
* AGENTS
* BROKERS
FUNCTIONS OF MARKETING
INTERMEDIARIES
PROVIDES ECONOMIES BY REDUCING CONTACTS
CONDUCTING PROMOTIONS AND NEGOTIATIONS
FINANCING THE MANUFACTURERS AND
CUSTOMERS
TAKING THE RISKS OF STOLEN AND LOST
INFORMATION GATHERING
DISTRIBUTION INTENSITY
INTENSIVE
DISTRIBUTION
SELECTIVE
DISTRIBUTION
EXCLUSIVE
DISTRIBUTION
AS MANY OUTLETS
AS POSSIBLE
LIMITED NUMBER OF
INTERMEDIARIES
EXCLUSIVE RIGHT
TO SELL IN SPECIFIC
TERRITORY
FACTORS AFFECTING
DISTRIBUTION CHANNEL
SELECTION
MARKET
FACTORS
PRODUCT
FACTORS
PRODUCER
FACTORS
PHYSICAL DISTRIBUTION
CUSTOMER SERVICES
*ORDER PROCESSING
WAREHOUSING SERVICES
*INVENTORY CONTROL
*MATERIALS HANDLING
TRANSPORTATION
SOME OBJECTIVES OF
PROMOTION
(MARKETING COMMUNICATION)
PROVIDING INFORMATION
INCREASING DEMAND
DIFFERENTIATING THE PRODUCT OR
SERVICE
ENHANCING THE PRODUCT VALUE
STABILIZING THE SALES
PROMOTION MIX
(MARKETING COMMUNICATION MIX)
PERSONAL
SELLING SOURCES
SALES FORCE
RETAILERS
WHOLESALERS
NON-PERSONAL
SELLING SOURCES
ADVERTISING
SALES PROMOTION
PUBLIC RELATIONS
PROMOTIONAL STRATEGIES
PULLING
STRATEGY
(COMMUNICATION
DIRECTED TO
ENDUSERS)
PUSHING
STRATEGY
(COMMUNICATION IS
DIRECTED TO
INTERMEDIARIES)
PERSONAL SELLING
ORDER PROCESSING
CREATIVE SELLING
MISSIONARY SELLING
PERSONAL SELLING PROCESS
GENERATING SALES
QUALIFYING SALES LEADS
MAKING THE SALES APPROACH
MAKING THE SALES PRESENTATION
HANDLING THE OBJECTIVES
CLOSING THE SALES
FOLLOWING UP AFTER SALES
NON-PERSONAL SELLING
ADVERTISING SALES
PUBLIC
PROMOTIONS RELATIONS
INFORMATIVE
ADVERTISING
REMINDERORIENTED
ADVERTISING
PERSUASIVE
ADVERTISING
CONSUMER
PROMOTION
TRADE
PROMOTION
FACTORS AFFECTING PRICES
INTERNAL
FACTORS
MARKETING
OBJECTIVES AND
STRATEGY
COST OF RAW
MATERIALS AND
SUPPLIES
ORGANIZATIONAL
CONSIDERATIONS
EXTERNAL
FACTORS
DEMAND IN THE
MARKET
COMPETITORS’ PRICES
ECONOMICAL
CONDITIONS
GOVERNMENTS
PRICING METHODS
COST-BASED
PRICING
VALUE-BASED
PRICING
COMPETITIONBASED PRICING
PRICING STRATEGIES
NEW PRODUCT / NEW MARKET
PRICING STRATEGIES
MARKET-SKIMMING PRICING
MARKET-PENETRATION PRICING
PARITY PRICING
PRICE ADJUSTMENT STRATEGIES
DISCOUNT AND ALLOWANCE PRICING
SEGMENTED PRICING
PROMOTIONAL PRICING
GEOGRAPHICAL PRICING