The sport of surfing has been evolving with wind surfing, kite boarding, tow-in
surfing, and now the future is motorized surfing. Motorized surfing is a completely new
innovation, which means we will ha
Billabong Platinum X Komplete board shorts
Marketing Strategy Analysis
From the companys humble origins, Billabong has risen in the market to become
one of the most dominant surf brands. With elite new product,
Marketing Ch. 18
Personal selling and sales management
Personal selling- the two-way flow of communication between a buyer or buyers and
a seller that is designed to influence the buyers purchase decision.
Relationship selling- a sales philosophy and proc
Marketing Ch. 14
Supply Chain Management
o Supply Chain Management- refers to a set of approaches and techniques firms
employ to efficiently and effectively integrate their suppliers, manufacturers,
warehouses, stores, and transportation intermediaries in
Marketing Ch. 12
The intangible product
Service- any intangible offering that involves a deed, performance, or effort that
cannot be physically possessed.
Customer service- human or mechanical activities firms undertake to help satisfy
their customers ne
Marketing Ch. 11
Developing new products
I. Innovation and value
Innovation- the process by which ideas are transformed into new products and
services that will help firms grow.
Pioneers (breakthroughs)- new product introductions that establish a
Marketing Ch. 10
Product, branding, and packaging decisions
Product- Anything is of value to a consumer that can be offered through a
voluntary marketing exchange.
I. Product assortment and product line decisions.
Product assortment (Product mix)- the co
Marketing Ch. 9
Marketing research and information systems
Marketing research- a set of techniques and principles for systematically
collecting, recording, analyzing, and interpreting data that can aid decision
makers involved in marketing goods, services
Ch. 8 Segmentation, targeting, and positioning.
I. How does a firm decide what type of segmentation strategy to use- undifferentiated,
differentiated, concentrated, or micromarketing?
A. Strategy or objectives.
a. Undifferentiated segmentation strategy (M
Marketing Ch. 7
Globalization- the processes by which goods, services, capital, people,
information, and ideas flow across national borders.
I. Growth of the global economy: globalization of marketing and production
Globalization of prod
Ch. 5 Consumer Behavior
I. What steps do you go through when you decide to buy a product or service? The
Consumer Decision Process
Need recognition- consumers recognize they have an unsatisfied need and
want to go from their actual, needy state to a de
Marketing Chapter 4
How do customers, the company, competitors, and corporate partners affect
marketing strategy? The immediate environment
A. Successfully leveraging company capabilities- focus their effort on
satisfying customer needs that match thei
Chapter 3: Marketing Ethics
For marketers, the firms ability to build and maintain consumer trust by
conducting ethical transactions must be of paramount importance.
- ethical study that examines ethical rules and principles, moral or ethi
Chapter 2: Developing Marketing Strategies
The Strategic Marketing Planning Process
- Set of steps a marketer takes to develop a strategic marketing plan.
- Marketing Plan: written document composed of analysis of current marketing
Chapter 1 Overview of Marketing
AMA (American Marketing Association) states Marketing is an organizational
function and a set of processes for creating, capturing, communicating, and delivering
value to customers and for managing customer relationships i