m2 Flashcards
(27 cards)
assumes that customers prefer products that are inexpensive, affordable, and widely available, and that efforts are focused on expanding distribution, and improving production efficiency.
production concept
or marketing short-sightedness, refers to a near-sighted focus on
selling products and services, rather than seeing the “big picture” of what customers really want.
marketing myopia
focuses on the product and its improvements and innovations to
attract customers.
product concept
relies on the strength of the company’s sales force in convincing the customers to buy the product even if they do not need it.
The Selling Concept
a promotional tool wherein a salesperson uses selling
techniques to persuade a customer to purchase a good or avail of a service.
personal selling
centered on the customer, relationships, and the well-being of society.
contemporary marketing concepts
believes that all marketing activities are for the purpose of
establishing, maintaining, and strengthening meaningful long-term relationships with customers.
The Relationship Marketing Concept
Also known as a customer-centric orientation, this focuses on the customers’ preferences – what they want, how much they are willing to pay, what form and feature they prefer, etc. – are prioritized.
The Marketing Concept
This is like marketing orientation except for that concern for society’s well-being and the environment’s sustainability is prioritized as much as customer’s preferences.
The Societal Marketing Concepts
This marketing approach is also called green marketing and the product is called
green product.
tend to be loyal to traditional products and
it would take time for them to adopt new products associated with
technology.
old-generation customers
are younger and more open to products and
technologies.
new-generation customers
covers a wide array of marketing techniques and advertising
channels before the rise of technology that include primarily word-of-mouth marketing
Traditional marketing
primarily includes web-based approaches such as
digital marketing, online marketing, email marketing, and the like
Contemporary marketing
this is a subset of digital marketing and refers to content delivered via the internet to boost promotional and marketing efforts.
Online Marketing or E-Marketing
is an umbrella term that includes anything that requires the
use of an electronic device or digital technologies, including online marketing, in presenting the product or service offerings of a company.
Digital Marketing
any advertising activity in which technology can be used to create personalized promotion of goods or services to a user who is constantly connected to a network via mobile devices such as tablets and smartphones.
Mobile marketing
is the measurement, collection, analysis, and reporting of web data for purposes of understanding and optimizing web usage.
Web analytics
is the most prevalent method of building an online
presence.
Search engine marketing (SEM)
a long-term strategy that attempts to make content on web pages more accessible and discoverable through search engines.
Search Engine Optimization (SEO)
such as Google AdWords, provide guaranteed visibility at a fee
Pay-per-click (PPC) ads.
makes specific use of social networking websites and
relevant applications in promoting a company’s products and services. It involves creating and sharing content on social media networks
Social Media Marketing
refers to advertising campaigns that employ outdoor media such as billboards, transit vehicles, and other types of outdoor signs, including the signs on the outside of businesses.
Outdoor Promotion/Marketing -
adopted to appeal to consumers who are cost-conscious
and cannot afford to buy the products in large quantities
Sachet Marketing
