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Chapter 1-6

Terms in this set (45)

There are five alternative concepts under which organizations design and carry out their marketing strategies: the production, product, selling, marketing, and marketing 3.0

Belief that consumers will favor products that are available and highly affordable, and therefore management should focus on production and distribution efficiency
Problem: The management may become so focused on production systems that they forget the customer.

Belief that consumers will favor products that offer the most in quality, performance, and innovative features
Problem: Focusing only on the company's products can lead to marketing myopia (refer to slide 1-8)

Belief that consumers will not buy enough of the organization's products unless the organization undertakes a large selling and promotion effort
Problem: Doesn't establish a long-term relationship with the customer because the focus is on getting rid of what one has, rather than creating a product to meet the needs of the market

Belief that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfaction more effectively and efficiently than competitors
Problem: Niche opportunities may sometimes remain available long after suppliers recognize the need
Benefits: Focuses on customer needs and integrates all the marketing activities that affect customers, thereby meeting the organizational goals by creating long-term customer relationships based on customer value and satisfaction

Marketing 3.0
Belief that marketers should approach consumers as whole human beings with minds, hearts and spirits
Understand what customers really want through continuous learning about the expectations and perceptions of customers and noncustomers (for instance, by means of a service-quality information system).

The single most important dimension of service quality, reliability must be a service priority.

Basic service
Service companies must deliver the basics and do what they are supposed to do: keep promises, use common sense, listen to customers, keep customers informed, and be determined to deliver value to customers.

Service design
Develop a holistic view of the service while managing its many details.

To satisfy customers who encounter a service problem, service companies should encourage customers to complain (and make it easy for them to do so), respond quickly and personally, and develop a problem-resolution system.

Surprising customers
Although reliability is the most important dimension in meeting customers' service expectations, process dimensions such as assurance, responsiveness, and empathy are most important in exceeding customer expectations (e.g., by surprising them with uncommon swiftness, grace, courtesy, competence, commitment, and understanding).

Fair play
Service companies must make special efforts to be fair, and to demonstrate fairness, to customers and employees.

Teamwork is what enables large organizations to deliver service with care and attentiveness by improving employee motivation and capabilities.

Employee research
Marketers should conduct research with employees to reveal why ser-vice problems occur and what companies must do to solve problems.

Servant leadership
Quality service comes from inspired leadership throughout the organization; from excellent service-system design; from the effective use of information and technology; and from a slow-to-change, invisible, all-powerful, internal force called corporate culture.
company and all of the other actors operate in a larger macroenvironment of forces that shape opportunities and pose threats to the company
The entrance of future competitors is often difficult to predict and can have a major effect on existing businesses

Demographic Environment
Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics (See Slide 10)

Economic Environment
The economic environment consists of factors that affect consumer purchasing power and spending patterns (See Slide 11)

Natural Environment
The natural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities (See Slide 12)

Technological Environment
The most dramatic force shaping our destiny is technology, which has given us wireless access to the Internet
The end result is that speed at which business is occurring has increased dramatically
One of the most powerful changes is from social media - social media is changing how we market to customers, creating a powerful media for customers to interact with other customers and with organizations

Political Environment
The political environment is made up of laws, government agencies, and pressure groups that influence and limit the activities of various organizations and individuals in society (See Slide 13)

Cultural Environment
The cultural environment includes institutions and other forces that affect society's basic values, perceptions, preferences, and behaviors (See Slide 14)