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Marketing 3350

Exchange
People giving something in order to receive something else they would rather have.
Production Orientation
a philosophy that focuses on the internal capabilities of the frm rather than on the desires and needs of the marketplace. Referred to as “Field of Dreams”
Sales Orientation
The belief that people will buy more goods and services if aggressive sales techniques are used and that high sales result in high profits.
Marketing Concept
The idea that the social and economic justification for an organization’s existence is the satisfaction of customer wants and needs while meeting organizational objectives.
Market Orientation
A philosophy that assumes that a sale does not depend on an aggressive sales force but rather on a customer’s decision to purchase a product; it is synonymous with the marketing concept.
Societal Marketing Orientation
The idea that an organization exists not only to satisfy customer wants and needs and to meet organizational objectives but also to preserve or enhance individual’s and society’s long-term best interests.
Customer Value
The relationship between benefits and the sacrifice necessary to obtain those benefits.
Customer Satisfaction
Customers’ evaluation of a good or service in terms of whether it has met their needs and expectations.
Relationship Marketing
A strategy that focuses on keeping and improving relationships with current customers.
Empowerment
Delegation of authority to solve customers’ problems quickly-usually by the first person the customer notifies regarding a problem.
Teamwork
Collaborative efforts of people to accomplish common objectives.
Customer Relationship Management (CRM)
A companywide business strategy designed to optimize profitability, revenue, and customer satisfaction by focusing on highly defined and precise customer groups.
Strategic Planning
The managerial process of creating and maintaining a fit between the organization’s objectives and resources and the evolving market opportunities.
Strategic Business Unit (SBU)
A subgroup of a single business or collection of related businesses within the larger organization.
Market Penetration
A marketing strategy that tries to increase market share among existing customers.
Market Development
A marketing strategy that entails attracting new customers to existing products.
Product Development
A marketing strategy that entails the creation of new products for present markets.
Diversification
A strategy of increasing sales by introducing new products into new markets.
Portfolio Matrix
A tool for allocating resources among products or strategic business units on the basis of relative market share and market growth rate.
Star
in the portfolio matrix, a business unit that is a fast-growing market leader.
Cash Cow
In the portfolio matrix, a business unit that generates more cash that it needs to maintain its market share.
Problem Child (Question Mark)
In the portfolio matrix, a business unit that shows rapid growth but poor profit margins.
Dog
In the portfolio matrix, a business unit that has growth potential and a small market share.
Planning
The process of anticipating future events and determining strategies to achieve organizational objectives in the future.
Marketing Planning
Designing activities relating to marketing objectives and the changing marketing environment.
Marketing Plan
A written document that acts as a guidebook of marketing activities for the marketing manager.
Mission Statement
A statement of the firm’s business based on a careful analysis of benefits sought by present and potential customers and an analysis of existing and anticipated environmental conditions.
Marketing Myopia
Defining a business in terms of goods and services rather than in terms of the benefits customers seek.
SWOT Analysis
Identifying internal strengths and weaknesses and also examining external opportunities and threats.
Environmental Scanning
Collection and interpretation of information about forces, events, and relationships in the external environment that may affect the future of the organization or the implementation of the marketing plan.
Competitive Advantage
A set of unique features of a company and its produce that are perceived by the target market as significant and superior to those of the competition.
Cost Competitive Advantage
Being the low-cost competitor in an industry while maintaining satisfactory profit margins.
Experience Curves
Curves that show costs declining at a predictable rate as experience with a product increases.
Product/Service Differentiation Competitive Advantage
The provision of something that is unique and valuable to buyers beyond simply offering a lower price than that of the competition.
Niche Competitive Advantage
The advantage achieved when a firm seeks to target and effectively serve a small segment of the market.
Sustainable Competitive Advantage
An advantage that cannot be copied by the competition.
Marketing Objective
A statement of what is to be accomplished through marketing activities.
Marketing Strategy
The activities of selecting and describing one or more target markets and developing and maintaining a marketing mix that will produce mutually satisfying exchanges with target markets.
Market Opportunity Analysis (MOA)
The description and estimation of the size and sales potential of market segments that are of interest to the firm and the assessment of key competitors in these market segments.
Marketing Mix (Four Ps)
A unique blend of product, place (distribution), promotion, and pricing strategies designed to produce mutually satisfying exchanges with a target market.
Implementation
The process that turns a marketing plan into action assignments and ensures that these assignments are executed in a way that accomplishes the plan’s objectives.
Evaluation
Gauging the extent to which the marketing objectives have been achieved during the specified time period.
Control
Provides the mechanisms for evaluating marketing results in light of the plan’s objectives and for correcting actions that do not help the organization reach those objectives within budget guidelines.
Marketing Audit
A thorough, systematic, periodic evaluation of the objectives, strategies, structure, and performance of the marketing organization.
Ethics
The moral principles or values that generally govern the conduct of an individual or a group.
Deontological Theory
Ethical Theory that states that people should adhere to their obligations and duties when analyzing an ethical dilemma.
Utilitarian Ethical Theory
Ethical Theory that is founded on the ability to predict the consequences of an action.
Casuist Ethical Theory
Ethical Theory that compares a current ethical dilemma with examples of similar ethical dilemmas and their outcomes.
Moral Relativism
An ethical theory of time-and-place ethics; that is, the belief that ethical truths depend on the individuals and groups holding them.
Virtue
A character trait valued as being good.
Morals
The rules people develop as a result of cultural values and norms.
Code of Ethics
A guideline to help marketing managers and other employees make better decisions.
Marketing
1. A philosophy, an attitude, a perspective, or a management orientation that stresses customer satisfaction.
2. The organizational activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Four Marketing Management Philosophies
Production Orientation
Sales Orientation
Market Orientation
Societal Orientation
Comparing the Sales and Market Orientations in 5 Characteristics
1. Organization’s focus
2. Firm’s business
3. Those to whom the product is directed
4.Firm’s primary goal
5. Tools the organization uses to achieve its goals
Customer Value Requirements (6)
1.Offer products that perform
2. Earn trust
3. Avoid unrealistic pricing
4. Give the buyer facts
5. Offer organization-wide commitment in service and after-sales support
6. Co-creation with customers
Most Successful Relationship Marketing Strategies Depend On
Customer-Orientated Personnel
Employee Training Programs
Empowered Employees
Teamwork
The Firm’s Primary Goal
A sales- oriented organization seeks to achieve profitability through sales volume and tries to convince potential customers to buy, even if the seller knows that the customer and product are mismatched.
Why Study Marketing?
Important to Society
Important to Business
Good Career Opportunities
+Marketing affects you every day!

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