MT1 - Chapter 1 Vocab Flashcards

1
Q

marketing

A

the process by which companies create value for customers and build strong relationships in order to capture value from customers in return

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2
Q

needs

A

states of felt deprivation

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3
Q

wants

A

the form human needs take as they are shaped by culture and individual personality

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4
Q

demands

A

human wants that are backed by buying power

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5
Q

market offerings

A

some combination of products, services, information, or experiences offered to a market to satisfy a need or want

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6
Q

marketing myopia

A

the mistake of paying more attention to the specific products a company offers than to the benefits and experiences produced by these products

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7
Q

exchange

A

the act of obtaining a desired object from someone by offering something in return

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8
Q

market

A

the set of actual and potential buyers of a product or service

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9
Q

marketing management

A

the art and science of choosing target markets and building profitable relationships with them

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10
Q

production concept

A

the idea that consumers will favor products that offer the most quality, performance, and features; therefore, the organization should devote its energy to making continuous product improvements

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11
Q

selling concept

A

the idea that consumers will not buy enough of the firm’s products unless the firm undertakes a large scale selling and promotion effort

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12
Q

marketing concept

A

a philosophy in which achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do

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13
Q

societal marketing concept

A

the idea that a company’s marketing decisions should consider consumers’ long run interests, and society’s long run interests

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14
Q

customer relationship management

A

the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction

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15
Q

customer perceived value

A

the customer’s evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers

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16
Q

customer satisfaction

A

the extent to which a product’s perceived performance matches a buyer’s expectations

17
Q

customer managed relationships

A

marketing relationships in which customers, empowered by today’s new digital technologies, interact with companies and with each other to shape their relationships with brands

18
Q

partner relationship management

A

working closely with partners in other company departments and outside the company to jointly bring greater value to customers

19
Q

customer lifetime value

A

the value of the entire stream of purchases a customer makes over a lifetime of patronage

20
Q

customer equity

A

the total combined customer lifetime values of all the company’s customers

21
Q

marketing mix

A

a set of marketing tools that work together to satisfy customer needs and build customer relationships

22
Q

services

A

activities or benefits for sale that are essentially intangible and do not result in the ownership of anything

23
Q

brand experiences

A

orchestrating several services and products and looking beyond the attributes of the products or services they sell

24
Q

2 marketing strategy questions

A

What customers will we serve (target market)?

What’s our value proposition?

25
basic relationships
customer relationship desired when there are many low margin customers
26
full partnerships
customer relationship desired when there are few customers with high margins
27
frequency marketing programs
reward customers who buy frequently or in large amounts
28
club marketing programs
offer members special benefits and create member opportunities
29
marketing by intrusion
no longer reliable in the era of greater consumer control
30
marketing by attraction
creating market offerings and messages that involve consumers rather than interrupt them
31
butterflies
customers that are potentially profitable but not loyal
32
strangers
customers that have low potentially profitability or loyalty
33
true friends
customers that are both profitable and loyal
34
true believers
customers that come back regularly and tell others about their good experiences with a company
35
barnacles
customers that are highly loyal but not profitable
36
caring capitalism
setting a company apart by being civic minded and responsible