Chapter 1 Marketing in the 21st Century The New Economy: A substantial increase in buying power A greater variety of goods and services A great amount of information about practically anything A greater ease in interacting and placing and receiving orders
An ability to compare notes on products and services Marketing in the 21st Century Implications for companies Collect fuller and richer information about markets, customers, prospects, and competitors Faster flow of information Greater
and of production, marketing, and communications Key Definitions and Concepts Marketing Management: and of choosing target markets and getting, keeping, and growing customers
through creating, delivering, and communicating superior customer (p. 6) Key Definitions and Concepts Offering: combination of products, services, information, and experiences
Value: combination of quality, service, and price (QSP) Value = _________________ Key Definitions and Concepts Value = Benefits to consumer Costs to Consumer Benefits to consumer:
Costs to consumer: Defining Marketing Simple Model Core Marketing Concepts Company Offering - combination of products, services, information, and experiences Overall objective: __________
Costs: ________________________ Implications: company decisions must consider its offerings, objective, and costs Core Marketing Concepts Customer Overall objective:____________ Why does value change over time?
What do we (consumers) value and why? Implications: research trends in the environment Core Marketing Concepts Competition All the actual and potential rival offerings and substitutes that a buyer might consider Implications: Know your competitor; How might the company exceed competition in delivering
value? Who is the competitor(s)? Company Orientations Toward the Marketplace Production Concept: Consumers prefer products that are _________ and inexpensive Company Orientations
Product Concept: Consumers favor products that offer the most quality, performance, or innovative features Problem: customer input? _________________ Company Orientations Selling Concept: Consumers will buy products only if the company aggressively promotes/sells these products
Problem: customer dissatisfaction Company Orientations Marketing Concept: key to achieving organizational goals consists of the company being more effective than __________ in creating, delivering, and communicating superior _____ to its chosen target markets (pp. 13, 14) Customer Concept: Focuses on needs and wants of
______________ and delivering value better than competitors Company Orientations Societal Marketing Concept: determine needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the
consumers and _________ well-being. How Business and Marketing are Changing (Trends) Customers increasingly expect higher quality and service and some customization (greater value) Manufacturers face greater ____________ resulting in higher promotion costs and
shrinking profit margins Store-based Retailers face ___________ from giant retailers and non-store retailers Business Response to Changes Outsourcing E-commerce Benchmarking Form alliances
etc. Marketer Response to Changes Customer relationship marketing: build long-term, profitable customer relationships by focusing on their most profitable customers, products, and channels Target Marketing: serve well-defined target markets Integrated marketing communications
Every employee is a marketer Key Points Explain how company, customer, and competition are inter-related. Give an example. _____________________________: generate profits, deliver value to customers, exceed competition, adapt accordingly.
____________________: how do we obtain best value for the money?
Preporučuje se međuredni razmak od 50 cm, mada se soja može sejati i na 70 cm međuredno, ali tada treba sejati gušće u redu da bi se ostvarili gore navedeni sklopovi. Dubina setve je 4-5 cm, zavisno od osobina zemljišta....
THEORIES OF THE LABOR MOVEMENT The several views of labor unions give rise to several categories of theories (or views) of the labor movement, based on social roles of labor unions: Harmful Labor Market Cartel (monopoly) Institution for Economic Protection...
CVE Verified Service Disabled Veteran Owned Business Ranked #67 of SDVOSB nationwide by Diversity Business (of top 100) Headquartered in San Antonio, Texas Indatatech: Leadership Founded by Bede Ramcharan Retired Army Medical Service Corps Colonel BS (South Carolina State University)...
Defense mechanisms Repression Regression Reaction formation Projection Rationalization Displacement Sublimation * The Structure of Personality Freud proposed that the mind has 3 parts: Conscious Preconscious unconscious * The Psychosexual stages of Personality Development Oral: B to 1 Anal: 1 to...
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Bandage Types. Robert Jones Bandage. Used for temporary immobilization of fractures distal to the elbow or stifle before surgery . Must extend one joint above and below the structure you wish to immobilize