Card Set Information
Marketing Test 1
Processes for creating, comm, deliv, and exchanging offerings that have value to customers
people giving up something to receive something they would rather have
internal capibilities of the firm
People will buy more goods if aggressive sales tech. are used
social and econ. justification for an org.s existence is the satisfaction of customer needs.
sale does not depend on aggressive sales force, but on a customer's decision to buy a product
soceital marketing orientation
preserve society and satisfy customer needs
the relationship between benefits and the sacrifice necessary to obtain those benefits
customer's evaluation of a good or service in terms of wether it has met their needs and expectations
focuses on keeping and improving relationships with current customers
delegation of authority to solve customers problems quickly
collaborative efforts of people to accomplish common objectives
the managerial process of creating and maintaining a fit between the org's objectives and resources and the evolving market opportunities
the process of anticipating furutre events and determining strategies to achieve goals
designing activities related to marketing objectives and the changing marketing environment
a written document that acts as a guidebook of marketing activities for the marketing manager
c'mon dude. you know what this is.
defining a business in terms of goods and services rather than in ters of the benefits customers seek
strategic business unit
a subgroup of a single business within a larger organization
Strengths Weaknesses (both internal), Opportunities, Threats (external)
collection and interpretation of info about forces, events, and relationships in the external environment
a statement of what is to be accomplished through marketing activities
a set of unique features a business has over another business
cost competitive advantage
being the low cost competitor in an industry while maintaining good margins
show costs declining at a predictible rate as experience wth a product increases
product/differentiation comp. advan.
the provision of something that is unique and valuable to buyers
niche comp. advan.
the advantage achieved when a firm seeks to target and effectively serve a small segment of the market
sustainable comp. advan.
and advantage that cannot be copied by the comp.
tries to increase market shares within current customers
attracting new customers to current products
creation of new products for present markets
new products in new markets