Blackboard Module 1

Blackboard Module 1 - MKTT 3433 MKTT Marketing Strategy...

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Dub Ashton, Ph. D. Associate Professor, Marketing [email protected] Module 1 Module 1 Marketing Foundations Marketing Foundations MKTT 3433 MKTT 3433 Marketing Strategy Marketing Strategy Spring Semester 2011 Spring Semester 2011
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Price Demand Curves Demand Curves Quantity D1 D2 P1 P2 Q1 Q1’ Q2 Q2’ Demand Horizon Marketing Effect
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Price Demand Curves Demand Curves Quantity Demand Horizon P 1 Q 1 Q 2 Q 3 Perfect Elasticity
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Price Demand Curves Demand Curves Quantity Demand Horizon Equilibrium Equilibrium Price Price Equilibrium Equilibrium Quantity Quantity A A
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Price Demand Curves Demand Curves Quantity Demand Horizon P 1 Q X P 2 P 3 Perfect Inelasticity
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Keys to Using Marketing Theory Keys to Using Marketing Theory Elasticity of Demand Elasticity of Demand Differentiation Differentiation Segmentation Segmentation Relationships Relationships Commitment Commitment Marketing Success = f (E, D, S, R, Marketing Success = f (E, D, S, R, C C ) )
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Marketing Myopia Marketing Myopia failure to see opportunity: Management Failure hat can a thoroughly customer-oriented management do to keep a growth industry growing? sues of myopia: Growth is assured by an expanding and affluent society. Belief that there is no substitute for an industry’s major product. To much faith in mass production and economies of scale. Preoccupation with product and not customers. arketing Mania: Too much focus on the promises of marketing. Too much product expansion without cost controls. Customers’ willingness to buy does not match ability to produce products that may not fulfill needs adequately.
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Simple Trade Era Production Era Sales Era Marketing Era Relationship Era Sell Surplus Increase Supply Beat Competition Coordinate and Control Long-Run Customer Satisfaction Focus : Focus : Focus : Focus : Focus : Marketing’s Changing Role Marketing’s Changing Role
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The Marketing Concept Profit Customer Satisfaction Total Company Effort The Marketing Concept
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Time Orientation Short-term Long-term Organizational Goal Make the Sale Customer Retention Customer Service Relatively Low Key Component Customer Contact Low to Moderate Frequent Customer Commitment Low High Customer Interaction Conflict Trust; Cooperation Quality Focus Production Company-wide Characteristics Marketing Marketing Transaction Relationship Comparing Transaction- and Comparing Transaction- and Relationships-Based Marketing Relationships-Based Marketing
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Price Demand Curves Demand Curves Quantity Demand Horizon Perfect Elasticity Perfect Inelasticity D a D b F = (Differentiation, Segmentation)
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Utility and Marketing Utility and Marketing om Production From Marketing Form Task Time Place Possession Utility Value that comes from satisfying human needs
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Marketing Strategy Planning Marketing Strategy Planning The Marketing Mix C
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Marketing Facilitates Production Marketing Facilitates Production and Consumption and Consumption Production Sector Specialization and division of labor = heterogeneous supply capabilities Consumption Sector Heterogeneous demand
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This note was uploaded on 04/13/2011 for the course MKTG 3433 taught by Professor Staff during the Spring '11 term at Arkansas.

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Blackboard Module 1 - MKTT 3433 MKTT Marketing Strategy...

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