Documente Academic
Documente Profesional
Documente Cultură
Customer-perceived value
Customer-Engagement Marketing
Question marks
are low-share business units in high-growth markets.
They require a lot of cash to hold their share, let alone
increase it. Management has to think hard about which
question marks it should try to build into stars and
which should be phased out.
Dogs
are low-growth, low-share businesses and products.
They may generate enough cash to maintain themselves
but do not promise to be large sources of cash.
Strategic planning
The process of developing and maintaining a strategic fit Product/market expansion grid
between the organization’s goals and capabilities and its A portfolio-planning tool for identifying company
changing marketing opportunities. growth opportunities through market penetration,
market development, product development, or
diversification.
Market penetration Product (Customer Solution)
Company growth by increasing sales of current products goods and services combination the company offers to
to current market segments without changing the the target market.
product.
Price (Customer Cost)
Market Development amount of money customers must pay to obtain the
company growth by identifying and developing new product.
market segments for current company products.
Place (Convenience)
Product Development includes company activities that make the product
company growth by offering modified or new available to target consumers.
products to current market segments.
Promotion (Communication)
Diversification refers to activities that communicate the merits of the
company growth through starting up or acquiring product and persuade target customers to buy it.
businesses outside the company’s current products and
Strengths
markets.
internal capabilities that may help the company reach
Marketing Strategy its objectives.
is a marketing logic by which the company hopes to
Weaknesses
create customer value and achieve profitable customer
internal limitations that may interfere in reaching
relationships.
company’s objectives.
Market Segmentation
Opportunities
dividing a market into distinct groups of buyers who
external factors that the company may exploit at their
have different needs, characteristics, or behaviours, and
advantage
who might require separate products or marketing
programs Threats
current and emerging external factors that may
Market Segment
challenge the company’s performance.
a group of consumers who respond in a similar way to a
given set of marketing efforts. Marketing Planning
involves choosing marketing strategies that will help the
Market Targeting
company attain its overall strategic objectives. A
process of evaluating each market segment’s
detailed marketing plan for each business, product or
attractiveness and selecting one or more segments to
brand.
enter.
Marketing Implementation
Positioning
turning marketing strategies and plans into marketing
arranging a product to occupy a clear, distinctive and
actions to accomplish strategic marketing objectives.
desirable place relative to competing products in the
minds of target consumers. Marketing Control
Measuring and evaluating the results of marketing
Differentiation
strategies and plans and taking corrective action to
differentiating the market by creating a superior
ensure that the objectives are achieved.
customer value.
Return On Marketing Investment (Or Marketing ROI)
Marketing Mix
The net return from a marketing investment divided by
The set of tactical marketing tools— product, price,
the costs of the marketing investment
place, and promotion— that the firm blends to produce
the response it wants in the target market. Chapter 3: Marketing Environment
I. The Microenvironment
a. The Company
b. Suppliers
c. Marketing Intermediaries Any group that has an actual or potential interest in or impact
d. Competitors on an organization’s ability to achieve its objectives.
e. Publics
f. Customers Financial publics
II. The Macroenvironment This group influences the company’s ability to obtain funds.
a. The Demographic Environment Banks, investment analysts, and stockholders are the major
b. The Economic Environment financial publics.
c. The Natural Environment
d. The Technological Environment Media publics
e. The Political and Social Environment
f. The Cultural Environment This group carries news, features, and editorial opinion. It
III. Responding to the Marketing Environment includes newspapers, magazines, television stations, and
blogs and other Internet media.
Government publics
Marketing environment
Management must take government developments into
The actors and forces outside marketing that affect marketing account. Marketers must often consult the company’s lawyers
management’s ability to build and maintain successful on issues of product safety, truth in advertising, and other
relationships with target customers. matters.
The actors close to the company that affect its ability to serve A company’s marketing decisions may be questioned by
its customers— the company, suppliers, marketing consumer organizations, environmental groups, minority
intermediaries, customer markets, competitors, and publics. groups, and others. Its public relations department can help it
stay in touch with consumer and citizen groups.
Macroenvironment
Local publics
The larger societal forces that affect the microenvironment—
demographic, economic, natural, technological, political, and This group includes neighborhood residents and community
cultural forces. organizations. Large companies usually create departments
and programs that deal with local community issues and
Marketing intermediaries provide community support.
Firms that help the company to promote, sell, and distribute Consumer markets
its goods to final buyers.
consist of individuals and households that buy goods and
Resellers services for personal consumption.
are distribution channel firms that help the company find Business markets
customers or make sales to them. These include wholesalers
and retailers who buy and resell merchandise. buy goods and services for further processing or use in their
production processes, whereas reseller markets buy goods
Physical distribution firms and services to resell at a profit.
help the company stock and move goods from their points of Government markets
origin to their destinations.
consist of government agencies that buy goods and services
Marketing services agencies to produce public services or transfer the goods and services
are the marketing research firms, advertising agencies, media to others who need them.
firms, and marketing consulting firms that help the company International markets
target and promote its products to the right markets.
consist of these buyers in other countries, including
Financial intermediaries consumers, producers, resellers, and governments.
include banks, credit companies, insurance companies, and
other businesses that help finance transactions or insure
against the risks associated with the buying and selling of
goods.
Demography
Public
The study of human populations in terms of size, density,
location, age, gender, race, occupation, and other statistics.
Baby Boomers, who were born between 1946 and 1964. I. Marketing Information and Customer Insights
II. Assessing Marketing Information Needs
Generation X. “birth dearth,” born btwn 1965 and 1976 III. Developing Marketing Information
Millennials (or Generation Y) between 1977 and 2000. a. Internal Data
b. Competitive Marketing Intelligence
Generational Marketing. c. Marketing Research
i. Defining the Problem and Research
Do marketers need to create separate products and marketing Objectives
programs for each generation? ii. Developing the Research Plan
Economic environment iii. Gathering Secondary Data
iv. Primary Data Collection
Economic factors that affect consumer purchasing power and v. Implementing the Research Plan
spending patterns. vi. Interpreting and Reporting the Findings
IV. Analyzing and Using Marketing Information
Industrial Economies a. Customer Relationship Management
which constitute rich markets for many different kinds of b. Distributing and Using Marketing Information
goods. Customer insights
Subsistence Economies Fresh understandings of customers and the marketplace
they consume most of their own agricultural and industrial derived from marketing information that become the basis for
output and offer few market opportunities. creating customer value and relationships.
that can offer outstanding marketing opportunities for the People and procedures for assessing information needs,
right kinds of products. developing the needed information, and helping decision
makers to use the information to generate and validate
Natural environment actionable customer and market insights.
Natural resources that are needed as inputs by marketers or Internal databases
that are affected by marketing activities.
Electronic collections of consumer and market information
Environmental sustainability obtained from data sources within the company network.
Developing strategies and practices that create a world Competitive marketing intelligence
economy that the planet can support indefinitely.
The systematic collection and analysis of publicly available
Technological environment information about consumers, competitors, and
developments in the marketing environment.
Forces that create new technologies, creating new product
and market opportunities. Marketing research
Political environment The systematic design, collection, analysis, and reporting of
data relevant to a specific marketing situation facing an
Laws, government agencies, and pressure groups that
organization.
influence and limit various organizations and individuals in a
given society. Exploratory research
Cultural environment Marketing research to gather preliminary information that will
help define problems and suggest hypotheses.
Institutions and other forces that affect society’s basic values,
perceptions, preferences, and behaviors. Descriptive research
Causal research
Chapter 4: Managing Marketing Information to Gain
Marketing research to test hypotheses about cause-and-effect
Customer Insights
relationships.
Individual interviewing
Observational research
Ethnographic research
A form of observational research that involves sending trained Customer relationship management (CRM)
observers to watch and interact with consumers in their
“natural environments.” Managing detailed information about individual customers
and carefully managing customer touch points to maximize
Survey research customer loyalty.
Gathering primary data by asking people questions about
their knowledge, attitudes, preferences, and buying behavior.
Chapter 5: Consumer Markets and Consumer Buyer Behavior
Experimental research
I. Model of Consumer Behavior
Gathering primary data by selecting matched groups of II. Characteristics Affecting Consumer Behavior
subjects, giving them different treatments, controlling related a. Cultural Factors
factors, and checking for differences in group responses. b. Social Factors
c. Personal Factors
Mail questionnaires
d. Psychological Factors
can be used to collect large amounts of information at a low III. Types of Buying Decision Behavior
cost per respondent. a. Complex Buying Behavior
b. Dissonance-Reducing Buying Behavior
c. Habitual Buying Behavior
d. Variety-Seeking Buying Behavior
Telephone interviewing
IV. The Buyer Decision Process
is one of the best methods for gathering information quickly, a. Need Recognition
and it provides greater flexibility than mail questionnaires. b. Information Search
c. Evaluation of Alternatives The unique psychological characteristics that distinguish a
d. Purchase Decision person or group.
e. Postpurchase Behavior
V. The Buyer Decision Process for New Products Motive (drive)
a. Stages in the Adoption Process A need that is sufficiently pressing to direct the person to seek
b. Individual Differences in Innovativeness satisfaction of the need.
c. Influence of Product Characteristics on Rate of
Adoption Motivation Research
All the individuals and households that buy or acquire goods Selective attention
and services for personal consumption.
the tendency for people to screen out most of the
Culture information to which they are exposed.
Subculture
Social class
Group
Opinion leader
Selective distortion
A person within a reference group who, because of special
skills, knowledge, personality, or other characteristics, exerts describes the tendency of people to interpret information in a
social influence on others. way that will support what they already believe.
involves enlisting or even creating opinion leaders to serve as means that consumers are likely to remember good points
“brand ambassadors” who spread the word about a made about a brand they favor and forget good points made
company’s products. about competing brands.
Online social communities—blogs, social networking Web Changes in an individual’s behavior arising from experience.
sites, or even virtual worlds—where people socialize or
Belief
exchange information and opinions.
A descriptive thought that a person holds about something.
Lifestyle
Attitude
A person’s pattern of living as expressed in his or her
activities, interests, and opinions. A person’s consistently favorable or unfavorable evaluations,
feelings, and tendencies toward an object or idea.
Personality
Complex buying behavior New product
Consumer buying behavior in situations characterized by high A good, service, or idea that is perceived by some potential
consumer involvement in a purchase and significant perceived customers as new.
differences among brands.
Adoption process
Dissonance-reducing buying behavior
The mental process through which an individual passes from
Consumer buying behavior in situations characterized by high first hearing about an innovation to final adoption.
involvement but few perceived differences among brands.
Need recognition
Information search
Alternative evaluation
Purchase decision
Postpurchase behavior
Cognitive dissonance