Marketing
MK4603
MK4603
Fichier Détails
| Cartes-fiches | 17 |
|---|---|
| Langue | English |
| Catégorie | Gestion d'entreprise |
| Niveau | Université |
| Crée / Actualisé | 28.11.2016 / 28.11.2016 |
| Lien de web |
https://card2brain.ch/box/marketing230
|
| Intégrer |
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1) What does the changing nature of marketing do?
forces marketing professionals/organisations to re-examine their assumptions about marketing and the adequacy of best practices flowing from these assumptions.
The movement is towards thinking of marketing less as a function and more as a set of values and processes that all functions participate in implementing.”
1) three components of modern marketing concept
Customer orientation
Integrated effort
Goal achievement
1) Key components of modern marketing concept
customer orientation
achievement of corporate goals through meeting and exceeding customer needs better than competition
e.g. quantity, quality, trust (emotional value) product performance, relational value (trust)
1) Key components of modern marketing concept
Integrated effort
All staff accept threir responsibility for creating customer satisfaction
Across al departments (finance, r&d, engineers...)
1) Key components of modern marketing concept goal achievement
The belief that corporate goals can be achieved through customer satisfaction
“By maintaining an outside-in focus, companies can understand what customers value and how to consistently innovate new sources of value that keep bringing them back”
1) Marketing communcations
Building brand awareness &
getting message across ccurately
2) benefit of studying marketing environment
allows marketerts to:
-take advantage of opportunities
-combat threats
2) Macro-Environment Forces
Important to monitor.
Economic:
Social
Technological
Environmental
Political/Legal
2) economic
growth & unemplyoment: financial crises less spending more discount stores, shrinking marketing budgets, be aware of emerging markets #brics.
Interest rates & echange rates: low interest rates more spending consumer credits.
Taxation and inflation.
Direct: Income tax: disposable income
Indirect: VAT: higher prices, parallel importing
Inflation influence on interest rates,
2) How to fight financial crisis
Before: low unemployment good expectations
high-demand for non-essential items (multiple holidays, spa treatments, restaurant meals, clothing, luxury goods
More investments in assets such as shares..
Recession: safe more spend less
2) Social foces
Size, density, location, age, gender, race, occupation and other
more women working more man staying home...
•Generation X: 1960s and early 1980s
›Most educated generation to date
›Less materialistic than other groups
› quality instead quantity research before they buy
›Sceptical of marketing
›More open to diversity, embrace differences such as: religion, sexual orientation, class, race and ethnicity
•Generation Y or Millennials: 1980’s and 2000
›Tech savvy is in their DNA
›Online and connected 24/7, 365
›Personalization and product customization are key to marketing success
›Ethnically diverse
Cultural: Contracts western set in stone, East more flexible, don't export the business but adapt to local cultures (MTV local content not american export), "consumer movement:" organizations for comparisons of product
2) Technological
Telephone skype
smart cards japan: top up and use for everything (like oyster card in london but not only for public transportation)
Mobile phone paymnet
2) Basic Marketing system
each party in marketing system adds value to transaction
Aldi only cheap if suppliers cheap
Ford only high quality if suppliers high quality
Arrow: all relationships that must be developed and managed to create customer value
2) Micro-environment
Customers
•Most important actors in company’s microenvironment.
•The aim:
•Serve target customers and create strong relationships with them.
• The challenge for a company:
•Identify un-served market needs
•Acquire and retain customer base
Þ Sensitivity to changing needs
Þ Ability to take advantage of opportunities
2) Micro Environment
Suppliers
Customers
Stakeholders
Customers
Competitors
Distributors
Job of marketing to build relationship with customer by creating customer value and satisfaction. Not only marketing but building relationships with other actors of micro environment. --> company's value delivery network
Remmeber graph.
2) micro environment Distributors
Micro environment suppliers
Distributors:
wholesalers and retailers
help company proote, sell and distribute to final buyers
Suppliers:
provide resources needed for production
important link in overall customer value delivery network
2) Microenvironment Competitors & Company
Competitors:
marketers must also gain differential advantage instead of just adapt to needs of custoers
Company
all departments share responsibility for understanding customer needs and creating customer value
--> marketing managers must work closely with al depts when designing marketing plan.
