ADV_2/1
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Created by:
kchoyce2012 on February 22, 2010
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7 terms
Terms | Definitions |
|---|---|
| a market requires: | people, purchasing power and a desire to buy |
| controllables | the marketing mix and the promotional mix |
| marketing concept | a CONSUMER ORIENTATION backed by INTEGRATED MARKETING aimed at generating CONSUMER SATISFACTION as the key to satisfying the firm's objective |
| companies that adopt the marketing concept... | develop AN ORGANIZATIONAL CULTURE based on shared beliefs about marketing |
| champion of a consumer orientation | chief operating officer |
| consumer orientation steps | 1. generic need definition 2. target group evaluation 3. differentiation strategy 4. research commitment |
| integrated marketing requires... | a coordination of all the firm's activities: 1. functional areas 2. mix elements |
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