Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

MGMT 153: Chapter 11

No description
by

Melissa Newman

on 22 February 2016

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of MGMT 153: Chapter 11

Chapter 11
Customer-Driven Marketing
The Marketing Environment
Marketing Research
Marketing Strategy
Marketing Concept
Marketing Mix
Nature of Marketing
Marketing is:
a group of activities designed to expedite transactions by creating, distributing, pricing and promoting goods, services and ideas. It is an EXCHANGE relationship.
Marketing is NOT:
manipulating consumers or JUST advertising.
Functions of Marketing
Buying
Grading
Selling
Transporting
Financing
Risk
Taking
Market
Research
Storing
Creating Value
Value is a customer’s subjective assessment of benefits relative to costs in determining the worth of a product.
customer benefits – customer costs = value
The idea that an organization should try to satisfy customers’ needs through coordinated activities that also allow it to achieve its own goals.
Evolution
Production
Orientation
Sales
Orientation
Market
Orientation
Target Market
Approaches
Total Market
Appeal to everyone.
Market
Segmentation
Divide the total market into groups of people.
Concentration
ONE marketing strategy for ONE market segment.
Multisegment
DIFFERENT marketing strategies for TWO or more market segments.
Bases for Segments
Niche Marketing
A narrow segment focus usually on one small well-defined group with a unique and specific set of needs.
Demographic
Geographic
Psychographic
Behavioristic
Product
Place
Price
Promotion
Collecting Data
Primary research comes directly from consumers.
Secondary research comes indirectly from other sources.
Buying Behavior
Decision processes and actions of people who purchase and use products.
Attitude
Perception
Motivation
Learning
Personality
A good, service, or idea that has tangible and intangible attributes that provide satisfaction and benefits to consumers.
Making products available to consumers in the quantities and locations desired. Also known as "distribution".
A value placed on a product or service that is exchanged between a buyer and seller.
A persuasive form of communication that attempts to expedite a marketing exchange by influencing individuals and organizations to accept goods, services and ideas.
Person selects, organizes and interprets information received from his or her senses.
The inner drive that directs a person's behavior toward goals.
Brings about changes in a person's behavior based on info and experience.
Knowledge and positive or negative feelings about something.
Organization of an individual's distinguishing character traits, attitudes or habits.
Industrial Revolution -
Make it and people will buy it.
Early 20th Century -
Supply caught up with demand.
1950's - Even extensive
promotion doesn't guarantee sales.
Here are five psychological variables of buying behavior.
Examples: need,
convenience, price, prestige...
Example: You SEE a television commercial or HEAR a radio spot.
Example: If positive, will return.
If negative, will not.
Example: Negative attitude toward Wal-mart's culture.
Example: A "typical"
Harley owner.
What is a "market"?
Personality, motives, lifestyle
How customers use product; loyalty & frequency
Applying Chapter 11 to
the Big Idea Project
Will you use a total market or market segmentation approach? Why?
If using a segmentation approach, which one (concentration or multi segment)? Why?
Identify your "typical" customer based upon:
Demographic, Psychographic, Geographic, Behavioristic
What market research will you conduct?
Full transcript