- any exchange intended to satisfy human wants or needs

Staton's Definition of Marketing - the macro-societal dimension

- the total system of activities designed to plan, price, promote and distribute want satisfying goods and services to markets.

Staton's Definition of Marketing - the micro-organizational definitions

Agri-marketing Flashcards by Juni Dizon

Who defined marketing as - transportation of the goods from the point of production to the consumers and all the transaction involved in getting goods from the producers to the consumers?

Converse and Huegy

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Who defined marketing as - the process of discovering and translating consumer wants into product and service specifications, and then in turn helping to make it possible for more and more consumers to enjoy more and more of these products and services.

Hansen

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Who defined marketing as - performance of business activities which directs the flow of goods and services from producers to consumer or user in order to satisfy customers and accomplish the company’s objectives.

McCarthy

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Who defined marketing as - individual and organizational activities aimed at facilitating and expediting exchanges within a set of dynamic

Pride and Ferrel

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Who defined marketing as - human activity directed at satisfying needs and wants through exchange processes

Kotler

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any exchange intended to satisfy human wants or needs

Staton’s Definition of Marketing

the macro-societal dimension

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the total system of activities designed to plan, price, promote and distribute want satisfying goods and services to markets.

Staton’s Definition of Marketing

the micro-organizational definitions

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exchange activities conducted by individuals or organizations for the purpose of satisfying human wants with the view of accomplishing the individual or organizational objectives.

Marketing

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the act of obtaining a desired product or service from an individual or a group by offering something in return.

EXCHANGE

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something that is required by the human being for the health and well-being of his body and mind.

HUMAN NEED

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A _______ exists when a person is in a state of unfulfilled need, and is aware at the same time, of a particular object that
will best satisfy the need but still has to possess the object.

HUMAN WANT

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the desired result of an activity.

OBJECTIVE

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(fill in the blank) The Marketing Concept According to Kotler

Concept: 1. Product

First Move: make products or services

Next Move: ?

Next Move: look for interested buyers

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(fill in the blank) The Marketing Concept According to Kotler

Concept: 2. Selling

First Move: make products or services

Next Move: ?

Next Move: look for buyers and
convince them to buy

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(fill in the blank) The Marketing Concept According to Kotler

Concept: 3. Marketing

First Move: determine needs of target market

Next Move: ?

Next Move: market product or
service at time, place, price and specification required

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(fill in the blank) The Marketing Concept According to Kotler

Concept: 4. Marketing and Profit

First Move: determine needs of target market and profit objectives of the company

Next Move: ?

Next Move: market product or
service at time, place, price and specification required by target
market at a profit required by the
company

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(fill in the blank) The Marketing Concept According to Kotler

Concept:_________?

First Move: determine needs of target market and profit objectives of the company

Next Move: market product or
service at time, place, price and specification required by target
market at a profit required by the
company

Concept 4. Marketing and Profit

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(fill in the blank) The Marketing Concept According to Kotler

Concept:_________?

First Move: determine needs of target market

Next Move: market product or
service at time, place, price and specification required

Concept 3. Marketing

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(fill in the blank) The Marketing Concept According to Kotler

Concept:_________?

First Move: make products or services

Next Move: look for buyers and
convince them to buy

Concept 2. Selling

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(fill in the blank) The Marketing Concept According to Kotler

Concept:_________?

First Move: make products or services

Next Move: look for interested buyers

Concept 1. Product

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(fill in the blank) The Marketing Concept According to Kotler

Concept 1. Product

First Move:_________?

Next Move: look for interested buyers

First Move: make products or services

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(fill in the blank) The Marketing Concept According to Kotler

Concept 2. Selling

First Move:_________?

Next Move: look for buyers and
convince them to buy

First Move: make products or services

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(fill in the blank) The Marketing Concept According to Kotler

Concept 3. Marketing

First Move:_________?

Next Move: market product or service at time, place, price and specification required

First Move: determine needs of target market

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(fill in the blank) The Marketing Concept According to Kotler

Concept 4. Marketing and profit

First Move:_________?

Next Move: market product or service at time, place, price and specification required by target
market at a profit required by the
company

First Move: determine needs of target market and profit
objectives of the company

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The Development of the Marketing Concept According to McCarthy and Perrault Jr. Production era?

1750-1920

The Development of the Marketing Concept According to McCarthy and Perrault Jr. Social era?

1920-1950

The Development of the Marketing Concept According to McCarthy and Perrault Jr. Marketing department era?

1950-1960

The Development of the Marketing Concept According to McCarthy and Perrault Jr. Marketing company era?

1960-1975

The Development of the Marketing Concept According to McCarthy and Perrault Jr. Marketing company with social concern era?

1975 to present

2 types of variables - They are called "variables " in the sense that they are apt to change, changeable, or irregular

THE MARKETING MIX VARIABLES THE ENVIRONMENT VARIABLES

Type of Marketing Variables the company has direct manipulation over?

INTERNAL environment

Type of Marketing Variables the company has little or no control over?

EXTERNAL environment

amount of money the customer must part with to avail of the use of the product

Price

MARKETING MIX - the provision of required information to the prospective customers so that they are persuaded to buy.

Promotion

Type of promotion - service of salesman to influence buyers (face-to-face)?

Personal Selling

Type of promotion - nonpersonal presentation of the products (TV, social media, radio, etc.)?

Mass Selling

Type of promotion - to push short-term sales?

Sales Promotion

MARKETING MIX - making the company's products available in right location, quantity and time is the concern of the place variable in marketing. Products are made available to the customer through the channel of distribution. - physical link between the manufacturer and the buyer

Place

MARKETING ENVIRONMENT

Political Forces Legal and regulatory forces Consumer movement forces Societal forces Technological forces

Example: Decrease and increase of tax

POLITICAL FORCES

Example: employment laws, health and safety regulations, discrimination laws, and antitrust laws Intellectual Property Rights (IPR)

LEGAL AND REGULATORY FORCES

Example: - birthrate - infants changing attitude towards women - new marketing opportunities to others.

SOCIETAL FORCES

Example: Inflation, taxes, exchange rates etc.

ECONOMIC FORCES

Example: Vendo machine

TECHNOLOGICAL FORCES

Laws passed by Congress and regulations formulated by government agencies constitute the legal basis for implementing the various marketing activities of the firm.

LEGAL AND REGULATORY FORCES

The political environment varies from place to place and from time to time. To a large extent, the fate of companies depends on the political conditions in the areas where they are situated.

POLITICAL FORCES

Not fully satisfied with their own governments, consumers around the world have formed groups that seek to advance the interests of the consumers.

CONSUMERS MOVEMENT FORCES

The economic environment is a factor in the marketing process of a firm.

ECONOMIC FORCES

Advances in technology have provided opportunities to new products, new ways of selling and new ways of influencing the prospective buyer.

TECHNOLOGICAL FORCES

DEFINITION OF MARKET ARE RELATED TO THE DEVELOPMENT OF THREE DISCIPLINES. What are these?

1 ECONOMICS 2 MANAGEMENT 3 MARKETING

_____ is the mother discipline of management which, in turn, gave "birth" to marketing.

Economics

_______ has for its purpose the satisfaction of human wants directed towards the accomplishment of objectives.

Marketing

TYPES OF MARKET (5)

CONSUMER MARKETS INDUSTRIAL MARKETS RESELLER MARKETS GOVERNMENT MARKETS INTERNATIONAL MARKETS

TYPES OF MARKET Buyers who intend to directly consume a product or service constitute a_____

CONSUMER MARKETS

TYPES OF MARKET There are organizations that require goods and services which are used in the production of goods or services that they later sell or distribute at a profit or to satisfy and objective._____

INDUSTRIAL MARKETS

TYPES OF MARKET An organizations that buy goods and services which they later sell at a profit. Wholesalers and retailers of grocery items will qualify as a _______ market of grocery manufacturer._____

RESELLER MARKETS

TYPES OF MARKET Government agencies that buy products and services for use in the production of public goods and services._____

GOVERNMENT MARKETS

TYPES OF MARKET All types of buyers found abroad including consumers, producers, resellers, and governments._____

INTERNATIONAL MARKETS

is a subgroup of a particular market which is composed of units with more or less similar characteristics.

MARKET SEGMENTATION

BASES FOR MARKET SEGMENTATION (4)

GEOGRAPHIC DEMOGRAPHIC PSYCHOGRAPHIC BEHAVIORAL

BASES FOR MARKET SEGMENTATION ______ requires dividing the market into different geographical units such as nations, regions, provinces, cities, towns or barangay. examples: Liwayway Publishing chose to serve its various clienteles by bringing out into circulation Liwayway magazine for Tagalog, Bannawag for the Ilocanos, and Bisaya magazine for the Bisaya.

GEOGRAHIC SEGMENTATION

BASES FOR MARKET SEGMENTATION ______ dividing the markets into segments such as age, sex, family size, income, education, occupation, religion, nationality, etc. examples: Age - Milo, Ovaltine, Hi-C and others conveys messages directed towards a particular age group: children and young adults. Occupations - professional, technical, manager, farmer, teacher and etc.

DEMOGRAPHIC SEGMENTATION

BASES FOR MARKET SEGMENTATION ______ - classification of buyers or consumers by some psychological characteristics they posses in common. - grouped according to social class, life style or personality characteristics.

PSYCHOGRAPHIC SEGMENTATION

BASES FOR MARKET SEGMENTATION ______ - the grouping of buyers on the basis of their knowledge, attitude, use or response to a product. - buyers behavior may be segmented according to various categories the purchase occasion, benefit sought, user status, usage rate, loyalty status, readiness stage and, attitude towards product.

BEHAVIOR SEGMENTATION

- group of buyers according to occasions when they get idea, make a purchase, or use a product. examples: - Purchase of books, notebooks, and pencils, for instance, is made heavily during enrollment periods in schools. - Alaska Milk's Advertisement - Alaska Evap (breakfast and lunch) and Alaska Evap and Condensada (merienda and dinner)

PURCHASE OCCASION

PSYCHOGRAPHIC SEGMENTATION - segmentation by ______ rests on the consumption that human components of one social class share similar values, interests, behaviors and economic position. examples: The National Panasonic Company introduced the "Laundrynette Washing Machine" to reach the Class C families comprising 51% of the population.

social class

Agri-marketing Flashcards

(66 cards)