Module 1 - The Marketing Management Process Flashcards
Define marketing
Marketing is a social process involving the activities necessary to enable individuals and organisations to obtain what they need and want through exchanges with others and to develop ongoing exchange relationships.
What conditions are necessary for an exchange to take place?
- Identifying exchange partners –who Are the CUStoMERS
- What needs and wants do partners try to satisfy through exchange and what is the difference between the two
- What is exchanged – product, SeRvice OR BOTH
- How does the exchange create value? Why is a buyer better off and more satisfied following an exchange
- How do potential exchange partners become a market for a good or service?
Distinguish between a need and a want.
An unsatisfied need is a gap between a person’s actual and desired state on some physical or psychological dimension.
Wants reflect a person’s desires or preferences for specific ways of satisfying a basic need.
Marketers cannot create needs deriving from biological and emotional imperatives of human nature. Instead, marketers influence wants
What is a market?
A market consists of:
• Individuals and organisations who are…
- …interested and willing to buy a particular product to obtain benefits that will satisfy a specific need or want, and who…
- …have the resources (time, money) to engage in such a transaction
Some markets are sufficiently homogenous that a company can practice a undifferentiated marketing in them. However the target market for a particular product category is often fragmented into several distinct market segments – each containing people who are relatively homogenous in their needs, wants and product benefits they seek.
What does strategic marketing involve?
Strategic Marketing Management involves a seller trying to determine the following points in an effort to define the target market:
- Which customer needs and wants are not being satisfied by competitive marketing offerings
- How desired benefits and choice criteria vary amongst potential customers and how to identify the resulting segments by demographic variables such as sex. lifestyle or some other criteria
- Which segments to target, and which product offerings and marketing programmes appeal most to customers in those segments
- How to position the product to differentiate it from competitor’s offerings and give the firm a sustainable advantage
What flows are necessary for an exchange transaction to take place?
A society cannot reap the full benefits of specialisation until it develops the means to facilitate:
A. importation of essentials from other societies.
B. production of essentials by each member of society.
C. the trade and exchange of surpluses among its members.
D. countertrade with other societies.
E. production of services in addition to goods.
C
‘A social process involving the activities necessary to enable individuals and organisations to obtain what they need and want through exchanges with others’ is a definition of:
A. distribution.
B. marketing. C. barter.
D. countertrade.
E. industrialisation.
B
The core functional focus of marketing is the ____ of goods and services.
A. creation.
B. distribution.
C. pricing.
D. promoting. E. exchange.
E
The utilisation of marketing approaches by hospitals, theatres, universities and nonprofit organisations:
A. has not changed compared to practices in the past.
B. has increased substantially in the past decade.
C. is outside the domain of marketing per se.
D. is only appropriate in for-profit situations.
E. has decreased substantially in the past decade.
B
Those who buy goods and services for their own personal use or the use of others in their immediate household are:
A. utilitarian consumers.
B. organisational customers.
C. intermediaries.
D. industrial customers.
E. ultimate consumers.
E
Those who buy goods and services for resale, as inputs to production of other goods or services, or for use in the day-to-day operations of the organisation are:
A. intermediaries.
B. ultimate consumers.
C. organisational customers.
D. utilitarian consumers.
E. countertraders.
C
A gap between a person’s actual and desired state on some physical or psychological dimension is a(n):
A. unsatisfied need.
B. want state.
C. market inefficiency.
D. demand function.
E. intermediary.
A
Factors not created by marketers or other social forces, but flowing from basic biological and psychological human makeup, are:
A. needs.
B. wants.
C. demands.
D. urges.
E. requirements.
A
The desire to drink a Coke instead of orange juice is an example of a(n):
A. urge.
B. need.
C. demand.
D. want.
E. requirement.
D
For some brand-loyal customers what does wearing Levi’s 501 jeans provide that other jeans cannot?
A. need fulfilment.
B. need creation.
C. need recognition.
D. want satisfaction.
E. either B or C above.
D
In addition to being provided with physical objects, people’s needs may be satisfied in a less tangible form through:
A. differential forms.
B. products.
C. goods.
D. services.
E. product modifications.
D
Whether the product actually lives up to expectations and delivers the anticipated benefits determines the customer’s ultimate:
A. satisfaction.
B. credence qualities.
C. salience.
D. demand function.
E. choice criteria.
A
Studies have shown that, if their complaint is handled satisfactorily, ____ per cent of those who complain would do business with the same company again.
A. 10.
B. 30.
C. 50.
D. 70.
E. 90.
C
‘Individuals and organisations who are interested in buying and willing to buy a particular product to obtain benefits that will satisfy a specific need or want, and who have the resources to engage in such a transaction’ is the definition of a(n):
A. industrial buyer.
B. segment.
C. opportunity.
D. focus group.
E. market.
E