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byrd Chap008 pp short and chap 16

byrd Chap008 pp short and chap 16 - Marketing Concept...

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Unformatted text preview: Marketing Concept Market Research Marketing Strategy Product Life Cycle Packaging And Pricing Services vs. Goods USDA/ARS, Photo by Scott Bauer Chapter Developing Market Strategies 7 * * * * * * * * * 8-1 Superior Marketing Moves Quickly Pricing Differential Attention to Packaging Build Customer Loyalty Ryan McVay/Getty Images Samples/Demonstrations Educate Customers * * * * * * * * * 8-2 McGraw­Hill/Irwin Marketing Concept “…Giving Special Giving Consideration To The Needs, Desires, And Wishes Of Present And Prospective Customers.” Customers.” * * * * * * * * * 8-3 Elements Of Marketing Concept 1) Customer Customer Orientation Orientation 2) Goal Orientation 3) Systems Approach Jack Star/PhotoLink/Getty Images * * * * * * * * * 8-4 Implementing the Marketing Concept Marketing Conscious Of Image Product Benefits Company “Fit” Offer Research Unique Expertise Not Pushy Speak With Integrity C. Borland/PhotoLink/Getty Images Practice Consumerism Aware Of Danger Signals * * * * * * * * * 8-5 Marketing Research Areas Identify Customers Determine Needs Evaluate Sales Potential Select Appropriate Select Channel Of Distribution Distribution Evaluate Advertising & Evaluate Promotion PhotoLink/Getty Images * * * * * * * * * 8-6 Steps In Marketing Research Define Problem Gather/Evaluate Gather/Evaluate Information Information * * * * * * * * * 8-7 Marketing Strategy Set Objectives Choose Target Choose Market Market Market Segmentation Shifting Target Markets Regional Purchasing Differences Jason Reed/Getty Images * * * * * * * * * 8-8 Marketing Mix (4 Ps) Product Place Promotion Price * * * * * * * * * 8-9 Product Life Cycle * * * * * * * * * 8 - 10 Influences On Pricing Policies Stage Of Product Prestige Pricing Stage Leader Pricing Life Cycle Life Bait Pricing Competition Odd Pricing Cost-Oriented Psychological Psychological Flexibility Pricing Pricing Suggested Retail Price Lining Suggested Price Price Demand-Oriented Demand-Oriented List Price Pricing Pricing * * * * * * * * * 8 - 11 Marketing Service Strategy Level Of Customer Level Contact Contact Primacy Pricing Quality Degree Of Expertise/Specialty Value To Buyer Promotion Rob Melnychuk/Getty Images * * * * * * * * * 8 - 12 Strategy ImplementationIntroductory Stage Introductory Analyze Situation Present Future Fit Product To Market Evaluate Resources Ryan McVay/Getty Images * * * * * * * * * 8 - 13 Strategy ImplementationGrowth Stage Growth New Classes Of Customers Penetration Of Penetration Existing Market Existing Maintain Market Maintain Share By Design & Marketing Innovation Innovation C. Borland/PhotoLink/Getty Images * * * * * * * * * 8 - 14 Technology S-Curve * * * * * * * * * 8 - 15 E-Commerce Attributes Exchanged Of Exchanged Information Information Technology Technology Enabled Enabled Technology Mediated Supportive Activities Royalty-Free/CORBIS * * * * * * * * * 8 - 16 Components Of Internet Marketing 1) Process 2) Building/Maintaining Building/Maintaining 3) 4) 5) Customer Relationships Customer Online Exchange Goal Satisfaction Ryan McVay/Getty Images * * * * * * * * * 8 - 17 Internet Marketing Cycle 1. Frame Opportunity 2. Formulate Strategy * * 3. Design Experience * 7. Evaluate Program * * 4. Craft Interface 6. Leverage Information * * * 5. Design Program * 8 - 18 7Cs Of Customer Interface * * * * * * * * * 8 - 19 ...
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