POINTERS TO REVIEW Flashcards
is the activity, set of institutions and process for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society”
MARKETING
The power of a good or service - to satisfy the wants of consumers
UTILITY
conversion of raw materials into finished goods and services
Form
Availability of goods and services when consumers want them
Time
Availability of goods and services at convenient locations
Place
Ability to transfer title to products from marketer to buyer
Ownership (Possession)
Business philosophy stressing efficiency in producing a quality product, with the attitude toward marketing that “a good product will sell
Production Era
sales orientation belief that consumers will resist purchasing non-essential goods and services, with the attitude toward marketing that only creative advertising and personal selling can overcome consumers’ resistance and persuade them to buy.
Sales Era
Organizational survival dictated that managers pay close attention to the markets for their goods and services. “ The consumer rules”
Marketing Era
Organizations now build on the marketing era’s customer orientation by focusing on establishing and maintaining relationships with both customers and suppliers.
Relationship Era
Building on the relationship era, companies now routinely use the Web and social networking sites to connect to consumers as a way to market goods and services.
Social Media Era
is management’s failure to recognize the scope of its business.
Marketing myopia
operate in both public and private sectors.
Not-for-profits organization
involves efforts designed to cultivate the attention, interest, and preferences of a target market toward a celebrity or authority figure.
Person marketing
efforts of mutual benefit organizations, service organizations, and government organizations that seek to influence others to accept their goals, receive their services or contribute to them in some way.
Organizational Marketing
