The Nature and Scope of Marketing Flashcards
Scope of Marketing: Activities
Decisions Concerning Customers
Research Concerning Customers
Decisions Concerning Commodity
Decisions Concerning Price Determination
Decisions Concerning Distribution Channels
Decisions Concerning Promotion and Advertising
Decisions Concerning After Sales Services
Types of Marketing Entities
Goods Service Events Experiences People Places Properties Organisations Information Ideas
Core Marketing Concepts
Needs, Wants and Demands Target Market, Positioning and Segmentation Brands and Offerings Value and Satisfaction Marketing Channels Supply Chain Competition Marketing Environment
Tasks Incorporated with Marketing Management
Developing Marketing Strategies Capturing Marketing Insights Connecting with Customers Building Strong Brands Shaping Market Offerings Delivering Value Communicating Value Creating Long Term Growth
Marketing Research Steps
Define the Problem Develop Research Plan Collect Information Analyse Information Present Findings Make Decision
Marketing Research - Define the Problem
Relates to any aspect the company would like more information on
Marketing Research - Develop Research Plan
Provides Framework as to how the required information will be determined
Marketing Research - Collect Information
Information is collected from Primary and Secondary Sources
Marketing Research - Analyse Information
Data must be interpreted through the use of graphical formats
Marketing Research - Present the Findings
Research Report
Executive Summary Description of research plan followed Discussion of Findings Limitations of Research Discussion of Conclusions and Recommendations
