The Marketing Management Philosophies
Marketing management can be described as carrying out the tasks that achieve desired
exchanges, between the corporation, and its customers.
There are a number a different philosophies that guide a marketing effort.
A SWOT Analysis examines the companies:
By developing a SWOT analysis, a company can determine what its distinctive
competancies are. This will help determine what
Mail-wide area, limited funds, need incentive to return the questionnaire
Mail panels, consumer purchase diaries. Must include a cover letter to
explain survey! news group.electronic survey
Telephone-speed, immediate reaction is
Types of Consumer Buying Behavior
Types of consumer buying behavior are determined by:
Level of Involvement in purchase decision. Importance and
intensity of interest in a product in a particular situation.
Buyers level of involvement determines why he/sh
Vertical Marketing Systems
The traditional view of channels focuses on buyers and sellers in direct
contact. IE don't look beyond the next level. The systems view focuses on a
framework for the whole distribution system.
A Vertical Marketing System (VMS)
Strategic Market Planning
A Strategic marketing plan is an outline of the methods and resources required to achieve
organizational goals within a specific target market(s).
"Describes the direction [an organization] will pursue within its chosen environme
What is a Market?
A market is:
An aggregate of people who, as individuals or organizations, have needs for
products in a product class and who have the ability, willingness and
authority to purchase such products (conditions needed for an e
Elements of the Personal Selling Process
No 2 salespersons use exactly the same sales method, but it is generally a
seven step process:
Prospecting and EvaluatingSeek names of prospects through sales records,
referrals etc., also responses
What is Consumer Buying Behavior?
Definition of Buying Behavior:
Buying Behavior is the decision processes and acts of people involved in
buying and using products.
Need to understand:
why consumers make the purchases that they make?
What is marketing?
Definition of marketing
Marketing is the process of planning and executing the conception, pricing, promotion,
and distribution (4 Ps) of ideas, goods and services to create exchanges (with customers)
that satisfy individual and organiz
1. The case that opens this chapter features Nike. Review this case and pull out as many examples
as you can of different key terms and concepts. For example, Nike demonstrated social
responsibility (key term) when it began to monitor its suppli