Chapter 1: Defining Marketing for the 21st Century GENERAL CONCEPT QUESTIONS Multiple Choice 1. Good marketing is no accident, but a result of careful planning and ________. a. execution b. selling c. strategies d. tactics e. research Answer: a Page: 4 Level of difficulty: Medium 2. Marketing is both an “art” and a “science”—there is constant tension between the formulated side of marketing and the ________ side. a. creative b. selling c. management d. forecasting e. behavior Answer: a Page:
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Classic Airline facing some new challenges that also affect other companies in the airline industry such as raising labor and fuel cost. In the past Classic Airline has marketing strategy that focus on the price on the services. The company decided to cut down the price to compete with competitors. Today Classic Airline facing some marketing challenges to become a leader in the airline industry. Those challenges are decreasing profits and losing customer loyalty. Classic Airline has shown decrease in
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1. Core marketing concepts 1. Needs, wants, and demands 2. Target markets, positioning, segmentation 3. Offerings and brands 4. Value and satisfaction 5. Marketing channels 6. Supply chain 7. Competition 8. Marketing environment 9. Marketing planning 1. Needs, wants, and demands :- We can distinguish five types of needs: 1. Stated needs (The customer wants an inexpensive car.) 2. Real needs
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What is Marketing? • Meeting needs profitably • Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging product and services of value with others. (Philip Kotler) • Marketing is the activity, set of institutions and process for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large. (American Marketing Association)
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products, services, information, and purchasing experiences. 2. Question : (TCO A, B, C) How would you describe relationship marketing? Why are these relationships so important to successful marketing? Answer: (Chapter 1, pp. 20–22) Relationship marketing aims to build mutually satisfying long-term relationships with key constituents (consumers, employees, marketing partners, and members of the financial community) in order to earn and keep their business. It is important to recognize the need
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Assignment 1 Are you a holistic or a specific culture? It is undeniable that globalization has changed the human resources landscape for many companies. Even businesses that do not employ cross-cultural teams have to communicate with foreign clients or suppliers occasionally or on a regular basis. I personally find the cross-cultural management discipline fascinating. The holistic and specific cultures have always existed; we just never had names for them. In the past, managers operated mostly
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Marketing Management By Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha logo copy.tif SUMMARY by Chapter 2 • • • How does marketing affect customer value? How is strategic planning carried out at different levels of the organization? What does a marketing plan include? Developing Marketing Strategies And Plans In this chapter, mainly the following points have been discussed Developing the right marketing strategy over time, through discipline and a creative Supply
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The High Benefits Internet Marketing Framework through Customer Experienc Nai-Wen Kuo1 1 An-Yi Liu1 Graduate Institute of Information Management, Chinese Culture University (Eric and Ferry,2001 Riyad and Myfanwy, 2002 Roger, James and Ghada,2003 Kuo and Liu,2005 ) 1 Global reach The Internet helps business reach the whole world. 2 Real-time access The Web makes it possible for customers to interact immediately. 3 Information density The technology reduces information costs and raises quality
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Marketing is about identifying and meeting human and social needs. One of the shortest good definitions of marketing is “meeting needs profitably.” Marketing is 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. Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating
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1. Initiating activations and projects related to S&D and Brand marketing for all products across all divisions 2. New Product launch planning and trade input customization at micro level and initiating any new SOP for sales operations related to both system streamlining. 3. Tracking & analysis of competition through internal data, shopper behavior, in market strategy & trade sentiments 4. Feedback on current Sales trends, monitoring sales hygiene and rolling out training programs
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