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Marketing

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Marketing: it is the management process responsible for identifying,
anticipating and satisfying customer requirements profitably. Its
goals are to attract new customers by promising superior value, keep
the current ones by delivering satisfaction, know and understand the
customer so well that the product or service fits him or her and sells
itself.
Old view of marketing: make a sale “telling and selling”.
New view of marketing: satisfying customer needs.
Marketing management: set of activities designed to create, build
and maintain beneficial exchanges with target buyers in order to
achieve organisational objectives. It involves demand management
(each organisation has a desired level of demand for its products.
Sometimes, there might be shifts on the demand like no demand,
too much demand, irregular demand and so on. Marketing
managements should find ways to deal with those different demand
states). It also involves building profitable customer relationships
(retain current customers and build lasting customer relationships).
Marketing management philosophies: each frim has its own
philosophy. In that haze, there are 5 alternative concepts under
which companies conduct their marketing activities.
Production concept: it is the philosophy that consumers will favour
available and highly affordable products and that management
should focus on improving production and efficient distribution.
Product concept: philosophy that consumers will favour products
that offer more quality, performance and innovative features.
Selling concept: the philosophy that consumers won’t buy the firm’s
products unless that one undertakes large scale selling promotion
efforts.
Marketing concept: the philosophy that organisational goal
achievement depends on determining the needs and wants of the
target market and deliver the desired satisfaction more effectively
and more efficiently than the competitors.

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Societal Marketing Concept: the idea that organisations should
determine the needs, wants and interests of the target market and
deliver desired satisfaction more effectively and efficiently than the
competitor’s for it to maintain and improve the consumer’s and
society well-being.
Contrast between selling product and marketing product: The
selling concept has as starting point the factory, it focuses on the
existing products, uses the means of selling and promoting and at
the end makes profit depending on sales volume. In the other hand,
the marketing concept starts with the market, focuses on customer
needs, and uses the means of integrated market in order to make
profit depending on consumer satisfaction.
PESTEL analysis:
Buying process: (still in the consumer behaviour)
1. need recognition (you need to accept that there is a need to
satisfy)
2. Information search (collect informations)
3.evaluation of the alternatives (purchasing willing and purchasing
power)
4.Purchase
5.Post purchase evaluation
Satisfaction occurs when performance of product equals to the
expectation of the customer. Therefore, we need the pp should be
greater than the EC in order for the customer to stay
PP EC

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Marketing: it is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. Its goals are to attract new customers by promising superior value, keep the current ones by delivering satisfaction, know and understand the customer so well that the product or service fits him or her and sells itself. Old view of marketing: make a sale “telling and selling”. New view of marketing: satisfying customer needs. Marketing management: set of activities designed to create, build and maintain beneficial exchanges with target buyers in order to achieve organisational objectives. It involves demand management (each organisation has a desired level of demand for its products. Sometimes, there might be shifts on the demand like no demand, too much demand, irregular demand and so on. Marketing managements should find ways to deal with those different demand states). It also involves building profitable customer relationships (retain current customers and build lasting customer relationships). Marketing management philosophies: each frim has its own philosophy. In that haze, there are 5 alternative concepts under which companies conduct their marketing activities. Production concept: it is the philosophy that consumers will favour available and highly affordable products and that management should focus on improving production and efficient distribution. Product concept: philosophy that consumers will favour products that offer more qual ...
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