Introduction to MKG Flashcards
(47 cards)
What is Marketing ?
it’s the activity, set of intuitions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.
What is the aim of marketing ?
to make selling superfluous. To know and understand the customer so well that the product or service fits him and sells itself.
Understanding human behavior
What is Macromarketing ?
an approach to marketing that focuses on the larger societal and environmental impacts of marketing practices, systems, and strategies.
concern all products/services in the collectivity and distribution systems
What is Micromarketing ?
concern marketing efforts of entreprises to customers
What is marketing in practice ?
A way of thinking and to act.
Management philosophy
Company department (function)
Management approach
Group of analyses
What is Management philosophy ?
It’s a statement or approach that affects how manager leads their team and makes decision
Company department (function)
Expertise and science (process and methodology)
What is management approach ?
Marketing plan : competitive analysis, mission, objectives, strategies, tactics
What is Group of analysis
Market survey, behavior studies, focus group, etc
Does Marketing permeates all aspects of the society ?
Yes. It concerns goods, services, events, experiences, persons, places, properties, organisations, information, ideas.
What is B2C ?
Business to customer
Transactions that takes place between a business and an individual as the end customer
What is B2B ?
Business to Business
Refers to a type of transaction between two businesses
What is B2I ?
Business to Investors
Product (tangible) ?
Physical goods, tangibles (can be touch, seen, has a physical appearance), sustainable and unsustainable
What are the 5 categories of product (tangible) ?
- Pure product : wood, aluminum, gas
- Product and service : cell phone and
warranty - Hybride Product / service : restaurant,
Air Canada - Product/ service and secondary service :
cell phone with Internet and e-mail` - Pure service : financial advisor, doctor
What does Intangible products help to do ?
Help create value to the use of the product
Do you have example of intangible products ?
Services, events, experiences, information, ideas
What are the 4 characteristics that can help to differentiate services and product ?
Intangibility
Simultaneousness
Variability
Perishability
What does Intangibility refers to ?
actions, advice, consultation
ex : doctor
What does Simultaneousness refers to ?
ordering and delivering
the production and consumption of a service often occur at the same time and the same place
ex : lawyer
What does Variability refers to ?
Means that sometimes when you get the same service from the same person or from different people, it might not always ne the same or good as before
Services can be different each time you get them whereas things that are tangible will usually be the same every time you see them
ex : in the delivery. McDonalds
What does Perishability mean ?
It means that the service cannot be save for later and that if you do not use them than it is lost. (intangible)
Unlike tangible things that you can keep and store to use it later
What are the different elements that could influence the demande for servies ?
schedule, participation, training, price, complementary services, etc
What are the marketing concept evolution ?
Marketing 1.0
Marketing 2.0
Marketing 3.0
Marketing 4.0