Marketing

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Author:
kpuls1
ID:
110661
Filename:
Marketing
Updated:
2011-10-20 17:40:16
Tags:
Marketing
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Description:
test 1
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  1. Marketing
    • process of planning and executing pricing, promotion and
    • distribution of good and services to create exchanged that satisfy objectives.
  2. Marketing is important why:
    • Focus on what sets them apart from the
    • competition
  3. Steps-Selling concept
    • Starting point-factory
    • Focus-Existing products
    • Means-selling and promoting
    • Ends-Profit through sales volume
  4. Steps-Marketing concept
    • Market
    • customer needs
    • Intergrated marketing
    • Profits through customer satisfaction
  5. Define the: Marketing Concept
    • Catering to the needs and wants of target markets to deliver and meet expectations better
    • than the competitors
  6. Marketing Process: Art & Science
    Create value for customer and build customer relationships
    • 1. Understand the market (need
    • & wants)

    • 2. Design customer driven
    • marketing strategy

    • 3.Construct marketing program
    • that delivers better value

    4.Build profitable relationships

    5. Capture value from customers
  7. The 4 P’s:
    • Product
    • Price
    • Place
    • Promotion
  8. Tourism Marketing
    combination of tangible and intangible products – selling the experience
  9. Characteristics of Service:
    • -Intangibility
    • -Inconsistency
    • -Inseparability
    • -Perishability
  10. Influences on Marketing Strategy:
    • Controllable: 4 P’s
    • Uncontrollable: Marketing Environments (outside environments)
  11. Environmental Influences:
  12. Competition
    • Regulatory
    • Economic
    • Social/cultural
    • Technology
  13. Importance of a Marketing Plan:
    • -Establish goals
    • -Strategy to meet current market needs
    • -Terms of reference
    • -Budget resources
    • -Measure success
  14. Marketing Plan:
    • -Written
    • -Short term
    • -Details how organization will achieve its marketing goals
  15. Strategic Marketing Plan
    • Written
    • Long term (3 or more years)
  16. A Marketing Plan answers to ask yourself:
    What is our mission/vision?

    What are the goals?

    Who are the markets?

    • Who are the competitors?
    • -How do we want to position ourselves
    • against the competition?
    • -What strategy will we use to attain that
    • position?
    • -What is the status of the industry?
    • -What resources do we need?
    • -How will we measure success?
  17. Marketing Plan includes:
    • -Business Overview
    • -Marketing Objectives/Goals
    • -Situational Analysis
    • -Target Markets
    • -Positioning & Marketing Strategy
    • -Budget & Action Plan
    • -Evaluation
  18. Marketing plan----Positioning & Marketing Strategy--- --Other P’s:
    • People
    • Process
    • Physical facilities
    • Packaging
    • Partnerships
    • Programming
  19. Marketing Concept:
    • -Determine market
    • -Assess needs
    • -Assess competition
    • -Determine positioning
    • -Design strategy
  20. Different Markets:
    • Consumer
    • Business – industrial or commercial
    • Government
  21. Markets are:
    segmented using different variables and require a revised marketing strategy for each market segment.
  22. Marketing Segmentation, Targeting and Postion.
    • Marketing segmentation
    • Target Marketing
    • Marketing Positioning
  23. Marekting Segmentation
    Identify bases for segmenting the market develop segment profiles.
  24. Target marketing
    develope measure of segment attrativeness -selet market segments
  25. Marketing Positioning
    • develop positioning for tagerting segments
    • Develope market for each segment.
  26. Segmenting a market:
    • Geographic – world, region, country, city, climate
    • Demographic – age, sex, life cycle, income, job
    • Psychographic – lifestyle, personality
    • Business – geographic, product/service, type
    • Government – federal, provincial, municipal
  27. Successful Positioning
    • -Identify competitive advantages (opportunities)
    • -Choose the right competitive differentiation (strengths)
    • -Select an overall positioning strategy
  28. Designing Marketing Strategies:
    • -Determine market segments – assess needs
    • -Determine positioning in relation to competitors
    • -Design marketing strategy
    • -Monitor and adapt position
  29. Model of Buying Behavior: Marekting and other stimuli
    Marketing- Product, price, place, promotion
  30. Model of Buying Behavior:
    • Marketing and other stimuli
    • Buyers black box
    • Buyers responses
  31. Buyers black box
    • Buyers charerteristics
    • Buyer decisionprocess
  32. Buyers responses
    • Product choice
    • Brand choice
    • Dealer choice
    • Purchase timing
    • Purchase amount
  33. Consumer Buyer Decision Process
    • Need Recognition
    • Information search
    • Evaluation of alternatives
    • purchase decision
    • postpurchase behavior
  34. Factors influencing buyer behavior
    • Cultural- culture, subculture, social glass
    • Social-reference groups, family, roles & statues
    • Personal-age, life cycle stage, occupation, Econmic situation, lifestyle, personality and self-concept
    • Psychological-Motivation, perception, learning, beliefs & attitudes
    • Buyers
  35. Tourism Push-Pull Motivations:
    • Push-Needs and wants
    • Pull- Attributes
  36. Tourism Push-Pull Motivations:
    Push: needs & wants
    • - Health & fitness
    • -A Desire for escape
    • -Rest & relaxatio
    • -Adventure
    • -Prestige
    • -Social interation
  37. Pull: attributes
    • -Beaches
    • -Recreation facilities
    • -Historic sites
    • -Cultural resources
    • -Undistributed nature
    • -Ease of access

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