Competitive marketing strategies –are the strategies that strongly position the company against competitors and give it the strongest possible strategic advantage.

Benchmarking - isthe process of comparing the company’s products and processes to those of competitors or leading firms in other industries to find ways to improve quality and performance.

Business Analysis -a review of the sales, costs, and profit projections for a new product to find out whether they satisfy the company's objectives

BusinessMarkets -buy goods and services for use in their production process.

Buyer: the person who makes an actual purchase

Cashcows - are low-growth, high-share businesses or products. Need less investment to hold their market share. Thus, they produce а lot of cash that the company uses to рау its bills and to support other SBUs that need investment.

Choosing and Motivating the Channels of Distribution Channels of distribution should make products available at the right time, in the right place, and in the right quantity

Citizen - actionPublics – minority groups, green peace etc

Competitive advantage - is as an advantage over competitors gained by offering consumers greater value, ether through lower prices or by providing more benefits that justify higher prices

Competitive marketing strategies –are the strategies that strongly position the company against competitors and give it the strongest possible strategic advantage.

Competitors: to be successful you must satisfy customer better than competitors not just adapt to the market.

Concept Development and Testing - an attractive idea must be developed into a product concept

Consumer Buying Behavior: The buying behavior of final consumers-individuals and households who buy goods and services for personal consumption.

Consumer Markets: All the individuals and households who buy or acquire goods and services for personal consumption.

Consumer movements: consumer rights protective organizations, info about products

Convenience Store -is small, limited line of high-turnover convenience goods, near residential areas and remain open long hours, charge high prices because of lower sales volume

Core product - it is the benefit that consumers seek. E.g. when you buy a mobile phone you buy a communication device than other features

Cultural Environment:

Culture: The set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions.

Customer Satisfaction –The extent to which a product’s perceived performance matches a buyer’s expectations

CustomerValue – The difference between the values the customer gains from owning and using a product and the costs of obtaining the product

Customer value analysis – is an analysis conducted to determine what benefits target customers value and how they rate the relative value of various competitors’ offers.

Customer -centered company: is the company that focuses on customer developments in designing its marketing strategies and on delivering

Customers: Consumer Markets -individuals and households that buy goods and services for personal consumption.

Decider: the person who ultimately makes a buying decision or any part of it whether to buy, what to buy, how to buy, or where to buy

Deciders have formal or informal power to select or approve the final suppliers. In routine buying, the buyers are often the deciders, or at least the approvers.

Decline- is the period when sales fall off and profits drop.

Demands – Demand is human wants that are backed by buying power. Need and wants become demands when people have money to buy the products.

DemographicForces: population size, density, location, age, gender, race, occupation statistics.

Department Store- carries a wide variety of product lines e.g. clothing, home furnishings, and household goods

Differentiation - highly differentiated product line and marketing program to be a class leader

Direct Marketing- uses telemarketing and on-line computer shopping

Discount Store: lower margins and selling higher volume offering mostly national brands, not inferior goods

Distributors: help to distribute, promote and sell to final users. middlemen, physical distribution firms, marketing services agencies, and financial intermediaries.

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.

Economic Forces: consumer purchasing power,

economy pricing strategy - producing a lower quality product but charging a low price

ENVIRONMENTAL SCANNING -the process of monitoring and analysing the marketing environment of a company

-Establishing conditions and terms of sales.

Evaluation The consumer considers whether trying the new product makes sense.

Exchange -Exchange is the act of obtaining a desired object from someone by offering something in return

Factors: economic conditions, competitive situations, laws and regulations, and development of the wholesaling and retailing system. Consumer perceptions and preferences also may vary from country to country

Focus - serving a few market segments than going after the whole market based on competitors’ actions and reactions

Forecasting- is the art of estimating future demand by anticipating what buyers are likely to do under a given set of future conditions.

Gatekeepers control the flow of information to others.

GeneralPublics - other communities and all people

GovernmentMarkets -government agencies that buy goods and services for distribution to the relevant bodies.

GovernmentPublics – product safety, ad truth etc legitimate issues

Growth- is a period of rapid market acceptance and increasing profits.

Idea Generation -the systematic search for new-product ideas

Idea Screening - spot good ideas and drop poor ones as soon as possible

Identifying Market Opportunities researching the needs and wants of the different types of customers, be aware of technological developments taking place outside the company, and of new product development activities taking place within and outside the organisation.

Influencer: a person whose views or advice influences the buying decision

Initiator: the person who first suggests or thinks of the idea of buying a particular product or service

InstitutionalMarkets -schools, hospitals, nursing homes, prisons and other institutions that provide goods and services to people in their care.

Interest The consumer seeks information about the new product.

InternalPublics – workers, managers, volunteers and boar of directors; motivate them by your good deeds

InternationalMarkets -other countries, including consumers, producers, resellers and governments

International Pricing: Boeing sells its jetliners at about the same price everywhere, whether in the United States, Europe, or a Third World country. However, most companies adjust their prices to reflect local market conditions and cost considerations

Introduction - is a period of slow sales growth as the product is being introduced in the market.

Involves a more professional purchasing effort.

Labeling -is a part of packaging, where was established, finished, level of quality etc

LocalPublics – akimats, science communities etc

MacroEnvironment larger macro environment forces that offer opportunities and pose threats to the company.

Managing Products forecasting and managing the rate of supply and distribution of the company's existing products, ability to determine what new products should be developed by the company.

Market –The set of all actual and potential buyers of a product or service

Market Positionin- Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.

Market Segmentation - Dividing a market into distinct groups of buyers with different needs, charac­teristics, or behavior who might require separate products or marketing mixes.

Market Targeting - The process of evaluating each market segment's attractiveness and selecting one or more segments to enter.

Market -centered company: is the company that pays balanced attention to both customers and competitors in designing its marketing strategies.

Market-factor index method - A forecasting method that that identifies market factors that correlates with market potential and combines them into a weighted index.

Marketing Concept - determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do.

Marketing is an activity, which is directed at satisfying the needs and wants of customers through exchange processes, which continually occur in the market between buyers and sellers

Marketing Management is defined as the analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives

Market-Penetration Pricing - set a low initial price in order to penetrate the market quickly and deeply.

Market-Skimming Pricing -set high prices to "skim" revenues layer by layer from the market

Maturity- is a period of slowdown in sales growth because the product has achieved acceptance by most potential buyers.

MediaPublics - newspapers, magazines, radio, television and Internet.

Merchandising Conglomerate -are corporations that combine several different retailing forms under central ownership and share some distribution and management functions

Needs – Something that you don’t have at the moment but desire to have. These include basic physical needs for food, clothing, warmth, and safety; social needs for belonging and affection; and individual needs for knowledge and self-expression

NEW PRODUCT PRICING STRATEGY - where to position the product versus competing products in terms of quality and price

Off-Price Retailers - buy at less than regular wholesale prices and charge consumers less than retail

OrganizationalBuyingProcess: The decision making process by which organizational buyersestablish the need for purchased products and services and identify, evaluate and choose among alternative brands and suppliers.

OrganizationalMarkets: All the organizations that buygoods and services to use in the production of other products and services or for the purpose of reselling or renting them to others at a profit.

Overall cost leadership - achieve the lower cost of production and distribution to set lower prices than competitors to win large market share

Planning the Marketing Activity deciding on marketing strategies that will help the company attain its overall objectives at a profit.

Pre-approach – get as much as possible info about the prospect (company); decide the approach - call, visit or letter; they are the busiest ones

premium pricing strategy - producing a high-quality product and charging the highest price

Product – Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. It includes physical objects, services, persons, places, organizations, and ideas

Product Concept - product offers the most quality, performance, and features and that the organization should therefore devote its energy to making continuous products improvements

Product Development - begins when the company finds and develops a new-product idea.

Product Features- are a competitive tool for differentiating the company's product from competitors' products e.g. if customers value little costs should be dropped; if the value high cost should be added.

Product-Bundle Pricing - combine several of their products and offer the bundle at a reduced price.

Production Concept -consumers will favour products that are available and highly affordable and that management should therefore focus on improving production and distribution efficiently; a) demand exceeds the supply b) product’s cost is too high

Promotion - involves activities such as advertising, sales promotion and public relations

Public Relations- is used to promote products, people, places, ideas, activities, organizations, and even nations

Publics: FinancialPublics – ability to obtain funds; banks and stockholders

Questionmarks -are low-share business units in high-growth markets. They require а lot of cash to hold their share. Management has to think hard about which question marks it should try to build into stars and which should be phased out.

ResellerMarkets -buy goods and services to resell at a profit.

Retailing -is the activities involved in selling goods or services directly to final consumers for their personal, non-business use

Segmented Pricing - selling at more than one price even costs are the same

Setting Prices agreeing and setting market prices, terms of supply and payment conditions

Specialty Store- is a narrow product line with a deep assortment within that line e.g. sporting goods, furniture, books, flowers, or toys stores;

Stars -Stars are high-growth, high-share businesses or products. They often need heavy investment to finance their rapid growth. E.g.

Strategic planning is defined as “the process of developing and maintaining а strategic fit between the organization's goals and capabilities and its changing marketing opportunities”

Subculture: nationalities, religions, racial groups, and geographic regions

Supermarket -is large, low-cost, low-margin, high-volume, self-service store that carry a wide variety of food, laundry, and household products

Suppliers: they can directly affect the company’s productivity so marketers should watch supplier availability

Test Marketing - product and marketing program are introduced into more realistic market settings; positioning strategy, advertising, distribution, pricing, branding and packaging, and budget levels

Thecompany: consider planning and all other departments

The environmental forecast- forecast of gross domestic product (inflation, unemployment, interest rates, consumer spending and saving, business investment, government expenditures, net exports, and other environ­mental events important to the company)

The market-buildup method - A forecasting method that calls for identifying all the potential buyers in each market and estimating their potential purchase.

The Micro environment for actors and forces outside marketing that affect marketing management's ability to develop and maintain successful transactions with its target customers.

The Selling Concept -consumers will not buy enough of the organization’s products unless they aggressively persuaded. E.g. encyclopedia, insurance etc

TotalQualityManagement (TQM) – Programs designed to constantly improve the quality of products, services, and marketing processes

Trade-Promotion Tools - persuade retailers or wholesalers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers

Trial The consumer tries the new product on a small scale to improve his or her estimate of its value.

User: the person who consumes or uses a product or service

Vending Machines -wide variety of convenience and impulse goods - cigarettes, beverages, candy, newspapers, foods and snacks, cosmetics, paperback books, T-shirts, insurance policies, pizza and bla-bla-bla

Wants – The form taken by human needs as they are shaped by culture and individual personality. Example a hungry person in USA will want to eat hamburger, in Russia will want to eat Borsh, while an Italian man will want pizza to satisfy the need for food.

Дата добавления: 2015-11-14