b10chap13 - 11/11/2011 1 Chapter 13: Marketing Helping...

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Unformatted text preview: 11/11/2011 1 Chapter 13: Marketing Helping Buyers Buy 13- 3 11/11/2011 2 13- 4 The Production Era = 1607 to early 1900s: He who produces the most, wins. (because his unit cost is lowest) The Selling Era - 1920s-1950s: He who hires the most persuasive advertising and sales force, wins. 11/11/2011 3 The Marketing Concept Era 1950s-1980s He who satisfies his customer more effectively than his competitor, wins. THREE PARTS: 1. A customer orientation 2. A service orientation 3. A profit orientation 13- 7 4. The Customer Relationship Era - 1990s - present 13- 8 13- 9 Product a.k.a. The 4 Ps of Marketing Place Promotion Price 11/11/2011 4 13- 10 The Marketing Process ` Test marketing: Testing products (or product concepts) among potential users. x Concept testing: Developing an accurate description of your product (and/or using an artists conception of the product) and asking people whether it would appeal to them. Brand Name: A word, letter, or a group of words or letters that differentiates one sellers goods and services from those of competitors. 11/11/2011 5 13- 13 13- 14 Pricing products depends on many factors:- Competitors prices- Uniqueness/Availability of close substitutes- Development and production costs- Distribution strategy Most products are distributed through marketing intermediaries (middlemen)....
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This note was uploaded on 11/26/2011 for the course BUSINESS 10 taught by Professor Lilly during the Fall '11 term at DeAnza College.

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b10chap13 - 11/11/2011 1 Chapter 13: Marketing Helping...

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