সোমবার, ১৬ সেপ্টেম্বর, ২০১৩
...@Chapter 8 Key Terms@... #Product: Anything that can be offered to a market for attention acquisition use or consumption that might satisfy a want or need. #Service: An activity benefit or satisfaction offered for sale that is essentially in tangible and does not result in the ownership of anything. #Consumer product: A product bought by final consumers for personal consumption. #Convenience product: A consumer product that customers usually by frequently immediately and with minimal comparison and buying effort. #Shopping product : A consumer product that the customer in the process of selecting and purchasing usually compares on such attributes as suitability quality price and style. #Specialty product: A consumer product with unique characteristics or brand identification for which a significant group of buyers is going to make a special purchase effort. #Unsought product: A consumer product that the consumer either does not know about or knows about but does not normally consider buying. #Industrial product: A product bought by individuals and organizations for further processing or for use in conducting a business. #Social marketing: The use of commercial marketing concepts and tools in programs designed to influence individual's behavior to improve their well-being and that of society. #Product quality: The characteristic of a product or service that bear on its ability to satisfy stated or implied customer needs. #Brand: And name term sign symbol design or a combination of these that identifies the product or service of one seller or group of sellers that differentiates them from those of competitors. #Packaging: The activities of designing and producing the container or wrapper for a product. #Product line: A group of products that are closely related because they function in a similar manner are sold to the same customer groups are marketed to the same types of outlets or fall within given price ranges. #Product mix: The set of all product lines and items that a particular seller offers for sale. #Service inseparability: Services are produced and consumed at the same time it cannot be separated from their providers. #Brand equity: The differential effect that knowing the brand name has on a customer response to the product or its marketing. #Storebrand: A brand created and owned by a reseller of a product or service. #Cobranding: The practice of using the established brand names of two different companies on the same product. #Line extension: Extending an existing brand name to new forms color sizes ingredients or flavors of an existing product category.
...@Chapter 7@... #market segmentation: the process that companies use to divide large heterogeneous markets into small markets that can be reached more efficiently and effectively with products and services that match their unique needs. #market targeting: select the segment(s) to enter. #geographic segmentation: divides the market into different geographical units such as nations, regions, states, countries, or cities. #age and life cycle segmentation: dividing the market into different age and life-cycle groups. #behavioral segmentation: divides buyers into groups based on their knowledge, attitudes, uses, or responses to a product. #psychographic segmentation: divides buyers into different groups based on social class, lifestyle, or personality traits. #occasion segmentation: dividing the market into groups according to occasions when buyers get the idea to buy, actually make their purchase, or use the purchased item. #benefit segmentation: dividing the market into groups according to the different benefits that customers seek from the product. #target market: a set of buyers sharing common needs or characteristics that the company decides to share. #undifferentiated (mass) marketing: go after whole market with one offer. #differentiated (segmented) marketing: targets different segments with separate marketing mix for each. #concentrated (niche) marketing: one (or a few) marketing mix for one (or a few) segments. #micromarketing: customized marketing programs for individuals or local groups. #local marketing: tailoring brands and promotions to the needs and wants of local customer groups. #individual marketing: tailoring products and marketing programs to the needs and preferences of individual customers. #product position: the way the product is defined by consumers on important attributes relative to competing products. #value proposition: the full positioning of a brand - the full mix of benefits on which it is positioned.
...@Chapter 6 @... #consumer surplus: the amount a buyer is willing to pay for a good minus the amount the buyer actually pays for it. #willingness to pay: the max amount of money a consumer will pay for a given good/service. #systems selling: buying a packaged solution to a problem from a single seller, thus avoiding all the separate decisions involved in a complex buying situation. #straight rebuy: a business buying situation in which the buyer routinely reorders something without any modifications. #modified rebuy: a business buying situation in which the buyer wants to modify product specifications, prices, terms, or suppliers. #new task: a business buying situation in which the buyer purchases a product or service for the first time. #buyer center: all the individuals and units that play a role in the purchase decision-making process. #users: members of the buying organization who will actually use the purchased product or service. #influencers: people in an organization's buying center who affect the buying decision. #buyers: the people in the organization's buying center who make the actual purchase. #deciders: people in the organization's buying center who have formal or informal power to select or approve the final suppliers. #gatekeepers: people in the organization's buying center who control the flow of information to others.
...@Chapter 5@.... #consumer behavior: the buying behavior of final consumers - individuals and households that buy goods and services for personal consumption. #culture: the set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions. #subculture: a group of people with shared value systems based on common life experiences and situations. #social class: relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors. #membership groups: two or more people with direct influence and to which a person belongs. #reference groups: form a comparison or reference in forming attitudes or behaviors. #word of mouth: includes using opinion leaders and buzz marketing. #opinion leader: person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts social influence on others. #buzz marketing: an attempt to enlist or create opinion leaders to serve as brand ambassadors. #lifestyle: a person's pattern of living as expressed in his.her activities, interests, and opinions. #attitude: a person's consistently favorable or unfavorable evaluations, feelings, and tendencies toward on object or idea. #evoked/consideration set: a group of relevant brands that a prospective consumer is favorably familiar with when they're thinking about making a purchase. #brand loyalty: the extent of the faithfulness of consumers to a particular brand. #satisfaction: the relationship between the consumer's expectations and the product's perceived performance. #cognitive dissonance: buyer discomfort caused by post-purchase conflict.
রবিবার, ১৫ সেপ্টেম্বর, ২০১৩
..@Chapter 4@... #marketing information system: people and procedures for assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights. #internal databases: electronic collections of consumer and market information obtained from data sources within the company network. #marketing intelligence: the systematic collection and analysis of publicly available information about consumers, competitors, and developments int he marketing environment. #market research: the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. #marketing research process: 1. define the problem and research objectives 2. develop the research plan for collecting information 3. collect and analyze data 4. interpret and report findings. #exploratory research: marketing research to gather preliminary data that will help define problems and assess hypotheses. #descriptive research: marketing research to better marketing problems, situations, or markets, such as the market potential for a product of the demographics and attitudes of consumers. #customer relationship management: managing detailed information about individual customers and carefully managing customer "touch points" in order to maximize customer loyalty.
শনিবার, ১৪ সেপ্টেম্বর, ২০১৩
...@Chapter-2@.... #Strategic Planning: the process of developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marketing opportunities. #Mission Statement: the organization's purpose, what it wants to accomplish in the larger environment. #market oriented mission statement: defines the business in terms of satisfying basic customerneeds. #6 strategic business objectives 1. Operational Excellence 2. New Products, Service, and Business model 3. Customer/ Supplier Intimacy 4. Improved Decision Making 5. Competitive Advantage 6. Survival. #Product/Market Expansion Grid: a tool for identifying company growth opportunities through market penetration, market development, product development, or diversification. #Market Penetration: a growth strategy increasing sales to current market segments without changing the product. #Market Development: a growth strategy that identifies and develops new market segments for current products. #Product Development: a growth strategy that offers new or modified products to existing market segments. #Diversification: a growth strategy for starting up or acquiring businesses outside the company's current products and markets. #Downsizing: the reduction of the business portfolio by eliminating products or businesses units that are not profitable or that no longer fit the company's overall strategy. #Value Chain: a series of departments that carry out value-creating activities to design, produce, market, deliver, and support a firm's products. #Value Delivery Network: made up of the company, suppliers, distributors, and, ultimately, customers who partner with each other to improve performance of the entire system.
...@Chapter-3@.... #marketing environment: the actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers. #microenvironment: the actors close to the company that affect its ability to serve its customers (the company, suppliers, marketing intermediaries, customer markets, competitors, and publics). #macroenviornment: the larger societal forces that affect the microenvironment (demographic, economic, natural, technological, political & cultural forces). #marketing intermediaries: firms that help the company to promote, sell, and distribute its goods to final buyers. #public: any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objective. #demography: the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics. #economic environment: economic factors that affect consumer purchasing power and spending patterns (industrial economies, subsistence economies, & developing economies). #natural environment: natural resources that are needed as inputs by marketers or that are affected by marketing activities. #environmental sustainability: developing strategies and practices that create a world economy that the planet can support indefinitely. #technological environment: forces that create new technologies, creating new product and market opportunities political environment Laws, government agencies, and pressure groups that influence and limit various organizations and individuals in a given society. #cultural environment: institutions and other forces that affect society’s basic values, perceptions, preferences, and behaviors.
...@Chapter-1@.... #Customer-perceived value: the customer's evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers. #Customer satisfaction: the extent to which a product's perceived performance matches a buyer's expectations. #Customer-managed relationships: marketing relationships in which customers, empowered by today's new digital technologies, interact with companies and with each other to shape their relationships with brands. #Consumer-generated marketing: brand exchanges created by consumers themselves- both invited and uninvited- by which consumers are playing an increasing role in shaping their own brand experiences and those of other consumers. #Partner relationship management: working closely with partners in other company departments and outside the company to jointly bring greater value to customers #share of customer: the portion of the customer's purchasing that a company gets in its product categories. #Customer equity: the total combined customer lifetime values of all of the company's customers.
...@Chapter-1@.... #Marketing: The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. #Consumer and Marketplace Concepts -needs, wants and demands -market offerings (products, services, and experiences) -value and satisfaction -exchanges & relationships -markets. #Needs: States of felt deprivation (physical, social, and individual needs). #Wants: The form human needs take as they are shaped by culture and individual personality. #Demands: Human wants that are backed by buying power. #Market offerings: Some combination of products, services, information, or experiences offered to a market to satisfy a need or want. #Marketing myopia: the mistake of paying more attention to the specific products a company offers than to the benefits and experiences produced by these products. #Exchange: The act of obtaining a desired objet from someone by offering something in return. #Market: The set of all actual and potential buyers of a product or service. #Marketing management: The art and science of choosing target markets and building profitable relationships with them. #Production concept: The idea that consumers will favor products that are available and highly affordable and that the organization should therefore focus on improving production & distribution efficiency. #Product concept: The idea that consumers will favor products that offer the most quality, performance, and features and that the organization should therefore devote its energy to making continuous product improvements. #Selling concept: the idea that consumers will not buy enough of the firm's products unless it undertakes a large-scale selling and promotion effort. #Marketing concept: a philosophy that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do. #Societal concept: the idea that a company's marketing decisions should consider consumers' wants, the company's requirements, consumers' long-run interests, and society's long-run interests. #Marketing Mix: product to deliver on its value proposition, the firm must create a need-satisfying market offering. #Marketing mix: Price it must decide on how much it will charge for the offering. #Marketing mix: place it must decide on how it will make the offering available to target consumers. #marketing mix: promotion it must communicate with target customers about the offering and persuade them of its merits. #customer relationship management: the overall process of building and maintaing profitable customer relationships by delivering superior customer value and satisfaction (acquiring, keeping and growing customers).
বৃহস্পতিবার, ২৯ আগস্ট, ২০১৩
#What is Marketing? The management process through which goods and services move from concept to the customer. It includes the coordination of four elements called the 4 P's of marketing: (1) identification, selection and development of a Product, (2) determination of its Price, (3) selection of a distribution channel to reach the customer's Place, and (4) development and implementation of a promotional strategy. For example, new Apple products are developed to include improved applications and systems, are set at different prices depending on how much capability the customer desires, and are sold in places where other Apple products are sold. Marketing is based on thinking about the business in terms of customer needs and their satisfaction.
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