Tuesday, October 22, 2019
Marketing Exam 1 Study Guide Essay
Marketing Exam 1 Study Guide Essay Marketing Exam 1 Study Guide Essay Marketing Exam 1 Review Chapter 1 Marketing ââ¬â the activities, set of institutions and processes for creating, communicating, delivering and engaging offerings that have value for customers, clients, partners and society at large. Exchange ââ¬â people giving up something in order to receive something they would rather have. Product orientation ââ¬â a philosophy that focuses on the internal capabilities of the firm rather than the desires and needs of the marketplace. Sales orientation ââ¬â the ideas that people will buy more goods and services if aggressive sales techniques are used and that high sales result in high profits. Marketing concept ââ¬â the idea that the social and economic justification for an organizationââ¬â¢s existence is the satisfaction of customers wants and needs while meeting organizational objectives. Marketing orientation ââ¬â a philosophy that assumes that a sale does not depend on an aggressive sales force but rather on a customerââ¬â¢s decision to purchase a product; it is synonymous with the marketing concept. Societal marketing orientation ââ¬â the idea that an organization exists not only to satisfy customer wants and needs and to meet organizational objectives but also to preserve or enhance individualsââ¬â¢ and societyââ¬â¢s long term best interests. Customer value ââ¬â the relationship between benefits and the sacrifice necessary to obtain those benefits. Customer satisfaction ââ¬â customersââ¬â¢ evaluation of a good or service in terms of whether it has met their needs and expectations. Relationship marketing ââ¬â a strategy that focuses on keeping and improving relationships with current customers. Empowerment ââ¬â delegation of authority to solve customersââ¬â¢ problems quickly ââ¬â usually by the first person the customer notifies regarding a problem. Teamwork- collaborative efforts of people to accomplish common objectives What is marketing? -Determining the needs of a targeted group of consumers -Creating an immediate exchange of value and a long term relationship Four Pââ¬â¢s -Product, Price, Promotion and Place Chapter 3 Ethics ââ¬â the moral principles or values that generally govern the conduct of an individual or a group. Morals ââ¬â the rules people develop as a result of cultural values and norms. Code of ethics ââ¬â a guideline to help marketing managers and other employees make better decisions. Foreign Corrupt Practices Act ââ¬â a law that prohibits U.S. corporations from making illegal payments to public officials of foreign governments to obtain business rights or to enhance their business dealings in those countries. Corporate social responsibilities ââ¬â a businessââ¬â¢s concern for societyââ¬â¢s welfare. Pyramid of corporate social responsibility ââ¬â a model that suggests corporate social responsibility is composed of economic, legal, ethical, and philanthropic responsibilities and that the firmââ¬â¢s economic performance supports the entire structure. Sustainability ââ¬â the idea that socially responsible companies will outperform their peers by focusing on the worldââ¬â¢s social problems and viewing them as opportunities to build profits and help the world at the same time. Green marketing ââ¬â the development and marketing of products designed to minimize the negative effects on the physical environment or to improve the environment. Cause related marketing ââ¬â the cooperative marketing efforts between a for-profit firm and a nonprofit organization. Influential factors on ethical decision-making -Extent of problems, probability of harm, top management actions, time until consequences, potential consequences, number affected and social consensus -Four sets of norms ââ¬â societal, general business, company and personal - Must satisfy all four to be ethical AMA Code of Ethics ââ¬â do no harm, foster trust in the marketing system and practicing ethical values that will improve consumer confidence in the integrity of the marketing exchange system. Chapter 4 Target market ââ¬â a group of people or organizations for which an organization
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