Types of distribution: exclusive
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in which the producer gives only a limited number of dealers the exclusive
right to distribute its products in their territories. Exclusive distribution is
often found in the distribution of luxury brands
What is sustainable marketing?
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calls for socially and environmentally responsible actions that meet the
present needs of consumers and businesses while also preserving or
enhancing the ability of future generations to meet their needs.
,Standardized global marketing vs. adapted global marketing (and how does this
affect the elements of the marketing mix)
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Standard - essentially using the same marketing strategy approaches and
marketing mix worldwide.
Adapted - the producer adjusts the marketing strategy and mix elements to
each target market, resulting in more costs but hopefully producing a
larger market share and return.
What are direct and digital marketing?
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involve engaging directly with carefully targeted individual consumers and
customer communities to both obtain an immediate response and build
lasting customer relationships. Companies use direct marketing to tailor
their offers and content to the needs and interests of narrowly defined
segments or individual buyers
Retail atmospherics
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Retailers want to create a unique store experience, one that suits the target
market and moves customers to buy
,Odd-even pricing
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Ending the price with certain numbers (odd numbers just under even
numbers) to influence buyers' perceptions of the price or product
Joint Venture
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joining with foreign companies to produce or market products or services.
Joint venturing differs from exporting in that the company joins with a host
country partner to sell or market abroad. It differs from direct investment in
that an association is formed with someone in the foreign country
Basic competitive strategies
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Entrepreneurial marketing: Most companies are started by individuals who
live by their wits. They visualize an opportunity, construct flexible strategies
on the backs of envelopes, and knock on every door to gain attention.
(Samuel Adams)
Formulated marketing: As small companies achieve success, they inevitably
move toward more-formulated marketing. They develop formal marketing
strategies and adhere to them closely.
Intrapreneurial marketing: Many large and mature companies get stuck in
formulated marketing. They pore over the latest Nielsen numbers, scan
market research reports, and try to fine-tune their competitive strategies
, and programs. These companies sometimes lose the marketing creativity
and passion they had at the start. They now need to build more marketing
initiative and "intrapreneurship"—encouraging employees to be more
entrepreneurial within the larger corporation—recapturing some of the
spirit and action that made them successful in the first place.
Indirect marketing channels
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containing one or more intermediaries.
Producer -> retailer -> consumer.
Producer -> retailer -> wholesaler -> consumer.
market challenger
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runner-up firms that are fighting hard to increase their market share (30%)
Direct Investment
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the development of foreign-based assembly or manufacturing facilities. For
example, in addition to joint ownership ventures in China, Intel has also
made substantial investments in its own manufacturing and research
facilities there
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in which the producer gives only a limited number of dealers the exclusive
right to distribute its products in their territories. Exclusive distribution is
often found in the distribution of luxury brands
What is sustainable marketing?
Give this one a try later!
calls for socially and environmentally responsible actions that meet the
present needs of consumers and businesses while also preserving or
enhancing the ability of future generations to meet their needs.
,Standardized global marketing vs. adapted global marketing (and how does this
affect the elements of the marketing mix)
Give this one a try later!
Standard - essentially using the same marketing strategy approaches and
marketing mix worldwide.
Adapted - the producer adjusts the marketing strategy and mix elements to
each target market, resulting in more costs but hopefully producing a
larger market share and return.
What are direct and digital marketing?
Give this one a try later!
involve engaging directly with carefully targeted individual consumers and
customer communities to both obtain an immediate response and build
lasting customer relationships. Companies use direct marketing to tailor
their offers and content to the needs and interests of narrowly defined
segments or individual buyers
Retail atmospherics
Give this one a try later!
Retailers want to create a unique store experience, one that suits the target
market and moves customers to buy
,Odd-even pricing
Give this one a try later!
Ending the price with certain numbers (odd numbers just under even
numbers) to influence buyers' perceptions of the price or product
Joint Venture
Give this one a try later!
joining with foreign companies to produce or market products or services.
Joint venturing differs from exporting in that the company joins with a host
country partner to sell or market abroad. It differs from direct investment in
that an association is formed with someone in the foreign country
Basic competitive strategies
Give this one a try later!
Entrepreneurial marketing: Most companies are started by individuals who
live by their wits. They visualize an opportunity, construct flexible strategies
on the backs of envelopes, and knock on every door to gain attention.
(Samuel Adams)
Formulated marketing: As small companies achieve success, they inevitably
move toward more-formulated marketing. They develop formal marketing
strategies and adhere to them closely.
Intrapreneurial marketing: Many large and mature companies get stuck in
formulated marketing. They pore over the latest Nielsen numbers, scan
market research reports, and try to fine-tune their competitive strategies
, and programs. These companies sometimes lose the marketing creativity
and passion they had at the start. They now need to build more marketing
initiative and "intrapreneurship"—encouraging employees to be more
entrepreneurial within the larger corporation—recapturing some of the
spirit and action that made them successful in the first place.
Indirect marketing channels
Give this one a try later!
containing one or more intermediaries.
Producer -> retailer -> consumer.
Producer -> retailer -> wholesaler -> consumer.
market challenger
Give this one a try later!
runner-up firms that are fighting hard to increase their market share (30%)
Direct Investment
Give this one a try later!
the development of foreign-based assembly or manufacturing facilities. For
example, in addition to joint ownership ventures in China, Intel has also
made substantial investments in its own manufacturing and research
facilities there
