Chapter 1 Flashcards

1
Q

def. marketing

A

he activity for creating, communicating, delivering and exchanging offerings that benefit the organization, its stakeholders and society at large

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2
Q

The Four Requirements for Marketing to Occur

A

Two or More Parties with Unsatisfied Needs‣Desire and Ability to Satisfy These Needs‣A Way for the Parties to Communicate‣Something to Exchange

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3
Q

What is a Market?

A

ltimately, the people, but also organizations with a desire to buy.

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4
Q

Social Marketing

A

Marketing cause and programs designed to influence the behaviour of individuals and benefit the society as a whole, but not the marketer.

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5
Q

Who Benefits from marketing?

A

Buyers (Customers) and Society

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6
Q

What is marketing?

A

According to the American Marketing Association, “marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

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7
Q

Marketing focuses on ___________ and __________ prospective customers’________

A
  1. discovering
  2. satisfying
  3. needs, wants and experiences
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8
Q

Marketing’s first objective is

A

Discovering Consumer Needs

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9
Q

Marketing’s Second Task

A

satisfying consumer needs

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10
Q

what are controllable marketing mix factors

A

price, products, promotion, place

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11
Q

what are uncontrollable marketing mix factors

A

environmental factors

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12
Q

what is a market

A

A market is people with the desire and with the ability to buy a specific product.

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13
Q

six different orientations in the hx of North American Business – 6 Eras

A
  1. production Era (1860-1930
  2. Sales Era(1920-1940
  3. Marketing Concept (1950-1970
  4. Market orientation (1980- prest
  5. customer experience management (2000-prest)
  6. social media marketing era (2005-2020)
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14
Q

volution of North American Business – 6 Eras

A
  1. production Era
  2. Sales Era
  3. Marketing Concept
  4. Market orientation
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15
Q

Marketing concept is the idea that an organization should (2)

A

Strive to satisfy needs and wants of consumersb)While trying to achieve the organization’s goals.

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16
Q

Market Orientation:means a firm should focus its effords on (3)

A

Continuously collecting information about customers’needs and competitors’ capabilities, b)Sharing this information across departments, and c)Using the information to create customer value.

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17
Q

customer value

A

unique combination of benefits received, including quality, price, convenience, delivery and both the before-sale and after-sale services

18
Q

customer satisfaction =

A

the match between customer expectation and product’s actual performance

19
Q

customer relationship management

A

the process to build and develop a long-term relation by delivering value and satisfaction to customers

the process of identifying prospective buyers, understanding them intimately, and developing long-term perceptions of the organization and its offering

20
Q

customer relationship management

A

the process to build and develop a long-term relation by delivering value and satisfaction to customers

21
Q

CLV

A

customer lifetime value

22
Q

customer lifetime value

A

the profits generated from customer’s purchase of the org’s products and services over the customer’s life time

23
Q

CEM

A

customer experience management

24
Q

CEM

A

customer experience management

25
Customer Experience Management Era
hemeans of managing the customers interaction with the organization at all touch-points. The overall experience is more important than the product experience alone to remain loyal to the organization.
26
Social Media Marketing
Customer generated on-line marketing efforts to promote products and brands to their favorites (fan’s) and negatively impact others of which they are not a fan‣ the use by marketers of online tools and platforms to promote their brands or organizations
27
Social Media Marketing
Customer generated on-line marketing efforts to promote products and brands to their favorites (fan’s) and negatively impact others of which they are not a fan‣
28
the social responsibility in societal marketing concept
rg’s need to discover needs and satify them in ways the also improves the society’s well-being‣
29
the social responsibility in macromarketing
Looking at the aggregate flow of nation’s goods and services to benefit the society
30
the social responsibility in macromarketing
Looking at the aggregate flow of nation’s goods and services to benefit the society
31
the social responsibility in micromarketing
Org’s directing its marketing activities and allocating its resources to benefit its customers
32
he match between customer expectations of the product and the product’s actual performance is called
customer satisfaction
33
he process of building and developing long-term relationships with customers by delivering customer value and satisfaction is called
Customer Relationship Management (CRM)
34
Some Canadian companies are now transitioning from the market orientation era to the _
Customer Experience Management Era
35
Market mix
he marketing mix is product, price, promotion, and place.
36
.eCRM
‣A Web-centric, personalized approach to managing long-term customer relationships electronically
37
Organizational Buyers
the units such as manufacturers, retailers, or government agencies that buy goods and services for their own use or for resale
38
who are the ultimate consumers
he people who use the goods and services purchased for a household
39
Societal Marketing Concep
he view that an organization should discover and satisfy the needs of its consumer in a way that also provides for society’s well-being.
40
Green Marketing
arketing efforts to produce, promote, and reclaim environmentally sensitive products