Marketing lectures
Principles of marketing: Kotler and Armstrong (17th ed.)
30 questions multiple choice
Content:
Introduction to marketing
Company and marketing
Markets and buying behaviour
Customer driven marketing strategy
Marketing mix product
Communicating Customer Value: Integrated Marketing Communications Strategy
Pricing: Understanding and Capturing Customer Value
Marketing Channels
, Introduction to marketing
Marketing: manipulating, persuading people.
A process by which companies create value for customers and build strong customer
relationships to capture value from costumers in return.
Marketing process
Markets are the set of actual and potential buyers of a product… we are the market!
,Customers:
Market offering are combination of products, services, information, or experienced offered
to a market to satisfy a need or want.
Marketing myopia is focusing only existing wants and losing sight of underlying consumer
needs.
Designing a customer-driven marketing strategy
Marketing management: the art and science of choosing target markets and building
profitable relationships with them.
Who are our customers?
How can we best serve these customers?
Production concepts: consumers will prefer products that are readily available and
highly affordable.
Product concept: consumers favour products that offer the most quality,
performance and features.
Selling concept: consumers will not buy enough of the firm’s products unless it
undertakes a large scale selling and promotion effort.
Marketing concept: knowing the needs and wants of the target markets and
delivering the desired satisfactions better than competitors do
Societal marketing make good marketing decisions by considering consumers’ wants
and long-term interests company’s requirements society’s long-run interests
, Loyalty.
Principles of marketing: Kotler and Armstrong (17th ed.)
30 questions multiple choice
Content:
Introduction to marketing
Company and marketing
Markets and buying behaviour
Customer driven marketing strategy
Marketing mix product
Communicating Customer Value: Integrated Marketing Communications Strategy
Pricing: Understanding and Capturing Customer Value
Marketing Channels
, Introduction to marketing
Marketing: manipulating, persuading people.
A process by which companies create value for customers and build strong customer
relationships to capture value from costumers in return.
Marketing process
Markets are the set of actual and potential buyers of a product… we are the market!
,Customers:
Market offering are combination of products, services, information, or experienced offered
to a market to satisfy a need or want.
Marketing myopia is focusing only existing wants and losing sight of underlying consumer
needs.
Designing a customer-driven marketing strategy
Marketing management: the art and science of choosing target markets and building
profitable relationships with them.
Who are our customers?
How can we best serve these customers?
Production concepts: consumers will prefer products that are readily available and
highly affordable.
Product concept: consumers favour products that offer the most quality,
performance and features.
Selling concept: consumers will not buy enough of the firm’s products unless it
undertakes a large scale selling and promotion effort.
Marketing concept: knowing the needs and wants of the target markets and
delivering the desired satisfactions better than competitors do
Societal marketing make good marketing decisions by considering consumers’ wants
and long-term interests company’s requirements society’s long-run interests
, Loyalty.
