Agri-marketing Flashcards
Who defined marketing as - transportation of the goods from the point of production to the consumers and all the transaction involved in getting goods from the producers to the consumers?
Converse and Huegy
Who defined marketing as - the process of discovering and translating consumer wants into product and service specifications, and then in turn helping to make it possible for more and more consumers to enjoy more and more of these products and services.
Hansen
Who defined marketing as - performance of business activities which directs the flow of goods and services from producers to consumer or user in order to satisfy customers and accomplish the company’s objectives.
McCarthy
Who defined marketing as - individual and organizational activities aimed at facilitating and expediting exchanges within a set of dynamic
Pride and Ferrel
Who defined marketing as - human activity directed at satisfying needs and wants through exchange processes
Kotler
- any exchange intended to satisfy human wants or needs
Staton’s Definition of Marketing
- the macro-societal dimension
- the total system of activities designed to plan, price, promote and distribute want satisfying goods and services to markets.
Staton’s Definition of Marketing
- the micro-organizational definitions
- exchange activities conducted by individuals or organizations for the purpose of satisfying human wants with the view of accomplishing the individual or organizational objectives.
Marketing
the act of obtaining a desired product or service from an individual or a group by offering something in return.
EXCHANGE
something that is required by the human being for the health and well-being of his body and mind.
HUMAN NEED
A _______ exists when a person is in a state of unfulfilled need, and is aware at the same time, of a particular object that
will best satisfy the need but still has to possess the object.
HUMAN WANT
the desired result of an activity.
OBJECTIVE
(fill in the blank) The Marketing Concept According to Kotler
Concept: 1. Product
First Move: make products or services
Next Move: ?
Next Move: look for interested buyers
(fill in the blank) The Marketing Concept According to Kotler
Concept: 2. Selling
First Move: make products or services
Next Move: ?
Next Move: look for buyers and
convince them to buy
(fill in the blank) The Marketing Concept According to Kotler
Concept: 3. Marketing
First Move: determine needs of target market
Next Move: ?
Next Move: market product or
service at time, place, price and specification required
(fill in the blank) The Marketing Concept According to Kotler
Concept: 4. Marketing and Profit
First Move: determine needs of target market and profit objectives of the company
Next Move: ?
Next Move: market product or
service at time, place, price and specification required by target
market at a profit required by the
company
(fill in the blank) The Marketing Concept According to Kotler
Concept:_________?
First Move: determine needs of target market and profit objectives of the company
Next Move: market product or
service at time, place, price and specification required by target
market at a profit required by the
company
Concept 4. Marketing and Profit
(fill in the blank) The Marketing Concept According to Kotler
Concept:_________?
First Move: determine needs of target market
Next Move: market product or
service at time, place, price and specification required
Concept 3. Marketing
(fill in the blank) The Marketing Concept According to Kotler
Concept:_________?
First Move: make products or services
Next Move: look for buyers and
convince them to buy
Concept 2. Selling
(fill in the blank) The Marketing Concept According to Kotler
Concept:_________?
First Move: make products or services
Next Move: look for interested buyers
Concept 1. Product
(fill in the blank) The Marketing Concept According to Kotler
Concept 1. Product
First Move:_________?
Next Move: look for interested buyers
First Move: make products or services
(fill in the blank) The Marketing Concept According to Kotler
Concept 2. Selling
First Move:_________?
Next Move: look for buyers and
convince them to buy
First Move: make products or services
(fill in the blank) The Marketing Concept According to Kotler
Concept 3. Marketing
First Move:_________?
Next Move: market product or service at time, place, price and specification required
First Move: determine needs of target market
(fill in the blank) The Marketing Concept According to Kotler
Concept 4. Marketing and profit
First Move:_________?
Next Move: market product or service at time, place, price and specification required by target
market at a profit required by the
company
First Move: determine needs of target market and profit
objectives of the company
The Development of the Marketing Concept According to McCarthy and Perrault Jr.
Production era?
1750-1920
The Development of the Marketing Concept According to McCarthy and Perrault Jr.
Social era?
1920-1950
The Development of the Marketing Concept According to McCarthy and Perrault Jr.
Marketing department era?
1950-1960
The Development of the Marketing Concept According to McCarthy and Perrault Jr.
Marketing company era?
1960-1975
The Development of the Marketing Concept According to McCarthy and Perrault Jr.
Marketing company with
social concern era?
1975 to present
2 types of variables - They are called “variables “ in the sense that they are apt to change, changeable, or irregular
THE MARKETING MIX VARIABLES
THE ENVIRONMENT VARIABLES
Type of Marketing Variables the company has direct manipulation over?
INTERNAL environment
Type of Marketing Variables the company has little or no control over?
EXTERNAL environment
amount of money the customer must part with to avail of the use of the product
Price
MARKETING MIX
- the provision of required information to the prospective customers so that they are persuaded to buy.
Promotion
Type of promotion
- service of salesman to influence buyers (face-to-face)?
Personal Selling
Type of promotion
- nonpersonal presentation of the products (TV, social media, radio, etc.)?
Mass Selling
Type of promotion
- to push short-term sales?
Sales Promotion
MARKETING MIX
- making the company’s products available in right location, quantity and time is the concern of the place variable in marketing.
Products are made available to the customer through the channel of distribution.
- physical link between the manufacturer and the buyer
Place
MARKETING ENVIRONMENT
Political Forces
Legal and regulatory forces
Consumer movement forces
Societal forces
Technological forces
Example: Decrease and increase of tax
POLITICAL FORCES
Example: employment laws, health and safety regulations, discrimination laws, and antitrust laws
Intellectual Property Rights (IPR)
LEGAL AND REGULATORY FORCES
Example:
- birthrate
- infants changing attitude towards women
- new marketing opportunities to
others.
SOCIETAL FORCES
Example:
Inflation, taxes, exchange rates etc.
ECONOMIC FORCES
Example:
Vendo machine
TECHNOLOGICAL FORCES
Laws passed by Congress and regulations formulated by government agencies constitute the legal basis for implementing
the various marketing activities of the firm.
LEGAL AND REGULATORY FORCES
The political environment varies from place to place and from time to time. To a large extent, the fate of companies depends on the political conditions in the areas where they are situated.
POLITICAL FORCES
Not fully satisfied with their own governments, consumers around the world have formed groups that seek to advance the interests of the consumers.
CONSUMERS MOVEMENT FORCES
The economic environment is a factor in the marketing process of a firm.
ECONOMIC FORCES
Advances in technology have provided opportunities to new products, new ways of selling and new ways of influencing the prospective buyer.
TECHNOLOGICAL FORCES
DEFINITION OF MARKET ARE RELATED TO THE DEVELOPMENT OF THREE DISCIPLINES.
What are these?
1 ECONOMICS
2 MANAGEMENT
3 MARKETING
_____ is the mother discipline of
management which, in turn, gave “birth” to marketing.
Economics
_______ has for its purpose the satisfaction of human wants directed towards the accomplishment of objectives.
Marketing
TYPES OF MARKET (5)
CONSUMER MARKETS
INDUSTRIAL MARKETS
RESELLER MARKETS
GOVERNMENT MARKETS
INTERNATIONAL MARKETS
TYPES OF MARKET
Buyers who intend to directly consume a product or service constitute a_____
CONSUMER MARKETS
TYPES OF MARKET
There are organizations that require goods and services which are used in the production of goods or services that they later sell or distribute at a profit or to satisfy and objective._____
INDUSTRIAL MARKETS
TYPES OF MARKET
An organizations that buy goods and services which they later sell at a profit. Wholesalers and retailers of grocery items will qualify as a _______ market of grocery manufacturer._____
RESELLER MARKETS
TYPES OF MARKET
Government agencies that buy
products and services for use in the production of public goods and services._____
GOVERNMENT MARKETS
TYPES OF MARKET
All types of buyers found abroad
including consumers, producers,
resellers, and governments._____
INTERNATIONAL MARKETS
is a subgroup of a particular market which is composed of units with more or less similar characteristics.
MARKET SEGMENTATION
BASES FOR MARKET SEGMENTATION (4)
GEOGRAPHIC
DEMOGRAPHIC
PSYCHOGRAPHIC
BEHAVIORAL
BASES FOR MARKET SEGMENTATION
______ requires dividing the market into different geographical units such as nations, regions, provinces, cities, towns or barangay.
examples:
Liwayway Publishing chose to serve its various clienteles by bringing out into circulation
Liwayway magazine for Tagalog, Bannawag for the Ilocanos, and Bisaya magazine for
the Bisaya.
GEOGRAHIC SEGMENTATION
BASES FOR MARKET SEGMENTATION
______ dividing the markets into segments such as age, sex, family size, income, education, occupation, religion, nationality, etc.
examples:
Age - Milo, Ovaltine, Hi-C and others conveys messages directed towards a particular
age group: children and young adults.
Occupations - professional, technical, manager, farmer, teacher and etc.
DEMOGRAPHIC SEGMENTATION
BASES FOR MARKET SEGMENTATION
______ - classification of buyers or consumers by some psychological characteristics they posses in common.
- grouped according to social class, life style or personality
characteristics.
PSYCHOGRAPHIC SEGMENTATION
BASES FOR MARKET SEGMENTATION
______ - the grouping of buyers on the basis of their knowledge, attitude, use or response to a product.
- buyers behavior may be segmented according to various categories the purchase occasion, benefit sought, user status, usage rate, loyalty status, readiness stage and, attitude towards product.
BEHAVIOR SEGMENTATION
- group of buyers according to occasions when they get idea,
make a purchase, or use a product.
examples:
- Purchase of books, notebooks, and pencils, for instance, is made heavily during enrollment periods in schools.
- Alaska Milk’s Advertisement - Alaska Evap (breakfast and lunch) and Alaska Evap and Condensada (merienda and dinner)
PURCHASE OCCASION
PSYCHOGRAPHIC SEGMENTATION
- segmentation by ______ rests on the consumption that human components of one social class share similar values, interests, behaviors and economic position.
examples:
The National Panasonic Company introduced the “Laundrynette Washing Machine” to reach the Class C families comprising 51% of the population.
social class
