An organizational function and set of processes for creating, communicating, and delivering value to customers and managing customer relationships in ways that benefit the organization and it's employees, customers, investors and society as a whole
a set of three or more companies directly linked by one or more of the upstream and downstream flows of products, services, finances and information from a source to a customer.
The parts of the chain that plans, implements and controls the flow of goods, services and info between the point of origin and the final customer
TREND :Product orientation
-Prior to 1920s -Focused on efficient processes and production to create products and reduce unit costs -quality products would simply sell themselves
TREND Sales Orientation
-Great Depression -Personal selling and advertising to persuade customers to buy new products and more of existing products
TREND Marketing Concept
-Long-term success must include a company-wide after to satisfy customer needs -Characterized by customer orientation -Stresses everyone must satisfy the customer
obligations an organization has to those who can affect whether or not it achieves its objectives.
Employees Managers Owners
Suppliers Society Government Creditors Shareholders customers
Customers feels deprived when they lack something useful or desirable like food, clothing, shelter, cars and safety .
Form that human needs takes as they shaped by personality, culture, and buying situation.
Difference between needs v. wants
The difference between needs and wants impacts the way companies market their product
is created when consumer wants and needs are satisfied
The 4 Marketing P's
1. Product 2. Price 3. Place 4. Promotion
Specific combination of goods, services or ideas that a firm offers to consumers. -- What is my product? What features does it have? How long has it existed?
amount of something - money, time, effort- that a buyer exchanges with a seller to obtain a product-- What price should I sell my product at? Should I offer a discount? Should I price it differently in another country?
The activities a firm undertakes to make its product available to potential consumers--What suppliers to use? How to deliver the products? How much inventory to hold?
all activies that communicate the value of a product, and persuade customers to buy it includes: 1 advertising 2 public relations 3 personal selling 4 selling promotion Where to advertise?
Should I use sales promotion tools (coupons)? Should I hire sales people? How do I want the public to perceive my product?
NAFTA (The North American Free Trade Agreement)
International agreement that established a free trade zone among the US, Canada and Mexico
Name, term and symbol that identifies and differentiates a firms product
They need to pay close attention to the implementation and accountability sections of the mkt plan, money is tight and must spend wisely.
-Still use the same marketing principles
depends on: 1. Economy 2. Political 3. Legal 4. Technological
process of thoughtfully defining a firms objected and developing a method for achieving those objectives
-helps ensure that marketers will select and execute the right marketing mix strategies to maximize success
1. Market Penetration 2. Product Development 3. Market Development 4. Diversifaction
Parts of Strategic Planning
1. Market penetration 2. Product Development 3. Market development 3. Diversification
emphasizes selling more of existing good and services to existing customers
creating new goods and services for existing mkts
focus on selling existing goods and services to new customers
seek to attract new customers by offering new products that are unrelated to the existing products produced by the organization
Guides the analysis, implementation and control of the firms marketing strategy
-Describes the current state of the market -Sets the stage for situation analysis by focusing on the market to which the firm will sell its product -Helps organization understand what resources to invest- -last stage
Analysis of the Environment -Marketing Summary -SWOT analysis -Competition
Defines and targets marketing plan outlines strategies based on specific, measurable, and realistic objectives.
details about financial projection including sales, expense forecast and break-even analysis
Propose how to monitor and adjust the plan by 1. implementation 2. organization 3. contingency
What types of objectives should be considered in the marketing strategy?
specific, measurable and realistic objectives
Should a marketing plan have a short term or long term vision?
Both and it should tie into the organization's mission for long term sustainability.
-The first step in creating a quality marketing plan is to develop an effective mission statement -a concise affirmation of the firms long-term purpose and first step is creating a marketing plan -provides motivation for employees
the group of customers towards which an organization has decided to direct its marketing efforts
Firms with mulitiple markets that operates in two or more countries is call