Marketing concept means that an organization should seek to make a profit by serving the needs of customer groups. Purpose of marketing concept is to rivet the attention of marketing managers on serving broad classes of customer needs (customer orientation) rather than on the firms’ current products (production orientation) r on devising methods to attracts customers your current products (selling orientation) Marketing an organizational function and set of processes for creating, communicating, and delivering value to customers and for managing customers’ relationships in ways that benefit the organization and stakeholders.
.Which of the following statements is true about marketing? It takes into account members of the producing organization, resellers of goods and services, and customers or clients. "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." drifting organization- An organization's original purpose may become irrelevant as the organization expands into new products, new markets, and even new industries. The result of this condition is a "drifting" organization. mission statement- The mission statement defines the direction in which the organization is heading and how it will succeed in reaching its desired goal. distinctive competencies- Distinctive competencies are things that an organization does so well that they give it an advantage over similar organizations. MARKET PENETRATION focuses primarily on increasing the sale of present products to present customers? An organization would seek to find new customers for its present products without creating any new products under the MARKET DEVELOPMENT _____ strategy. With the PRODUCT DEVELOPMENT strategy, new products are directed primarily at present customers as the target group. DIVERSIFICATION can lead an organization into entirely new and even unrelated business focused on customers who are not currently being served A cost leadership strategy would be characterized by:a range of standard and no-frills products at relatively low prices the final phase of the strategic planning process is Formulation of the portfolio plan
Chapter 1 1. The _____ means that an organization should seek to make a profit by serving the needs of customer groups. marketing concept 2. The purpose of the marketing concept is to rivet the attention of marketing managers on _____.
Customer orientation. The purpose of the marketing concept is to rivet the attention of marketing managers on serving broad classes of customer needs (customer orientation), rather than on the firm's current products (production orientation) or on devising methods to attract customers to current products (selling orientation). 3.Which of the following statements is true about marketing? It takes into account members of the producing organization, resellers of goods and services, and customers or clients. "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." This definition takes into account all parties involved in the marketing effort: members of the producing organization, resellers of goods and services, and customers or clients 4. Hot Serve is a chain of steak restaurants whose mission statement aimed to provide its customers with the world's best steaks. Changes in consumer tastes resulted in fewer customers for the steakhouse. In response to the decreased demand, the chain added burgers, vegetarian lasagna, seafood, and pizzas to its menu over a
The role of marketing research “Marketing research is the systematic design, collection, analysis and reporting of data and findings to a specific marketing situation facing the company” P Kotler(2000,103) “Marketing research provides a useful link between the supplier and the customer by keeping up to date with customer needs and wants”. D doyle(2002,175)* averiguar bien las refrencias Most of the authors highlight the importance of marketing research in any kind of company and it can be applied…
topic 2: Marketing Research 1)Gathering primary research is easy anyone can collect it. Primary research is the information we gathering for the first time. It can be divided into quantitative research and qualitative research. Quantitative research is the information that can be easily analysed, such as closed questions from questionnaires. (BA handout,2013) In this situation, people are willing to spare some time to complete the simple questions. Compared with quantitative research, qualitative…
BUSINESS By: Student Name: Tutor(s):BD Date: Date issued: 16.09.13 Date due in: 09.12.13 Unit Title: Unit 3: Introduction to Marketing Assignment Title: Marketing Criteria Covered by Assignment: P1, P2, P3, P4, P5, P6, M1, M2, M3, D1, D2 Brief Following your successful completion of your BTEC course you have been employed as a marketing assistant for the research organisation ‘Keynote’. They currently have a vacancy in their ‘Food and Leisure’ department and have asked you to prepare a formal…
Introduction Marketing Research is the process of collecting and analysing of information about Market, Product, Consumers and Competitors which is collected from direct observation of the consumers (from retail stores), surveys, telephone or face-to-face interviews, and with the help of secondary data (demographic data). Many business use market research to find out the possibility of a new business, check interest of consumers in new products or services, to improve their businesses, such as…
and canvas totes on its website, providing a new opportunity for growth and a possible increase in revenues for the company. Management Decision Problem Will introducing an organic clothing line increase Chipotle’s revenues? Marketing Research Problems Research Problem #1: Determine Chipotle’s target market for the organic clothing line and assess if it differs from its usual target market. To determine Chipotle’s target market, Chipotle should survey the consumers who visit Chipotle to…
Marketing Research Paper What is Marketing? Marketing- the activity, set of institutions, and processes for creating, capturing, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. 1. helps create value 2. satisfying customer needs and wants 3. entails an exchange 4. requires product, price, and promotion decisions 5. can be performed by both individuals and organizations 6. occurs in many settings Marketing Plan-…
BUSINESS STUDIES Fundamentals of Marketing Session 10 MARKETING RESEARCH AND INFORMATION SYSTEMS MARKETING RESEARCH AND INFORMATION SYSTEMS Objectives: * To gain an appreciation of the importance to the organisation of effective marketing oriented decision-making. * To understand the marketing research process, sources of information and different types of marketing research available. * To gain an understanding of the nature and purpose of Marketing Information Systems (MIS).…
Marketing Techniques Research Branding definition: The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. Brand Building/Positioning: Brand Positioning is importantly needed in Market Research as it differentiates the advantages strategies. Every brand has somehow a sort…
Table of Contents EXECUTIVE SUMMARY 3 RESEARCH OBJECTIVES 4 DESCRIPTION OF THE BUSINESS 4 BACKGROUND 4 GEOGRAPHICAL DISTRIBUTION 4 PRICING 5 ADVERTISING 5 HOURS OF OPERATION 5 SALES PROMOTIONS 6 DISTRIBUTION & LOCATION 6 PERSONAL SELLING & CUSTOMER SERVICE 6 DECISION PROBLEMS 6 EXPLORATORY RESEARCH 7 RESEARCH PROBLEMS 7 REPORT 7 QUANTITATIVE RESEARCH 7 OPERATIONALIZATION/RESEARCH METHOD: SURVEY 7 SAMPLING 8 TARGET POPULATION 8 SAMPLING TECHNIQUE 8 ACTUAL…