Therefore, according to the societal marketing concept perspective, marketers should see that their role goes beyond building profitable relationships with individual consumers in the short run to making sure that the welfare of both the consumer and society is preserved in the long run. Marketers should consider themselves as change agents who, by encouraging responsible consumption, educate people to adopt behaviour that contributes to their own well-being, as well as the well-being of society. 3 Discussing the Concepts 4 1.Define marketing and discuss how it is more than just “telling and selling.”
2. Marketing has been criticized because it “makes people buy things they don’t really need.” Refute or support this accusation. 6 3.Discuss the two important questions a marketing manager must answer when designing a winning marketing strategy. How should a manager approach finding answers to these questions? 4.What are the five different marketing management orientations? Which orientation do you believe Apple follows when marketing products such as the iPhone and iPad? 5.Explain the difference between share of customerand customer equity. Why are these concepts important to marketers? 6. Discuss trends affecting marketing and the implications of these trends on how marketers deliver value to customers. qa OQuestion 1 Marketing is managing profitable customer relationships. The twofold goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction. Hence, marketing is defined as "the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return." Today, marketing must be understood not in the old sense of making a sale but in the new sense of satisfying customer needs. If the marketer understands consumer needs, develops products and services that provide superior customer value, and prices, distributes, and promotes them effectively, this goal will be achieved easily. Question 2 The most basic concept underlying marketing is that of human needs. Human needs are states of felt deprivation. They include basic physical needs for food, clothing, warmth, and safety; social needs for belonging and affection; and individual needs for knowledge and self-expression. These needs were not created by marketers; they are a basic part of the human makeup. Wants are the form human needs take as they are shaped by culture and individual personality. Wants are shaped by one’s society and are described in terms of objects that will satisfy needs. When backed by buying power, wants become demands. Given their wants and resources, people demand products with benefits that add up to the most value and satisfaction.
- Spring '15