marketing summary - polito 2

8/9/2019 Marketing Summary - polito 2

1/13


2/13

!"#$%&'($'" *$ +",$(" !-"#" ./00/01

23/ 4$(5 !-56 8

agencies to protect and improve peoples living environment.

Consumerism is an organized movement of citizens and government agencies to improve

the rights and power of buyers in relation to sellers.

,-"& '+ %(1')-&%(%2 3"#$%&'()4

Enlightened marketing is a marketing philosophy holding that a companys marketing

should support the best long-run performance of the marketing system.

*"

#$%&'

%;51"'( 7/35"(.=,'2% +"&%)'7 51"(('() "(2 '&+ 6/0# +&%5+

Annual plan

Long-range plan

Strategic plan

4 steps: analysis, planning, implementation, control

,-'7- "#% &-% 7/35/(%(&+ 6/# " +"&%)'7 51"(4

Mission

Strategic objectives

Strategic audit

SWOT analysis

Portfolio analysis

Objectives and strategies

,-'7- '+ &-% 8#"(2 +&"&%3%(& 3'++'/(4

A mission states the purpose of a company, asking basic question is a sign of strength,

not uncertainty. Traditionally, companies have defined their business in product terms or intechnological terms, but mission statement should be market-oriented.

A mission should be: Realistic; Specific; Based on distinctive competencies; Motivating

,-"& '+ &-% >?@A "("1.+'+4

A SWOT analysis draws the critical strengths weaknesses opportunities and threats

SWOT from the strategic audit.

Opportunities: Economic climate, demographic changes, market, technology.

Threats: competitors, channel pressure, demographic changes, politics(European

legislation will force fuel consumption target).

Opportunities and threats: managers need to identify the main threats and opportunities

that their company faces.

Strengths and weaknesses: the strengths and weaknesses in the SWOT analysis do not

list all features of a company, but only those relating to critical success factors, the strengths

or weaknesses are relative not absolute.

,-"& '+ " 80+'(%++ 5/#&6/1'/4

The business portfolio is the collection of businesses and products that make up the

company, It is a link between the overall strategy of a company and those of its parts, The

best business portfolio is the one that fits the companys strengths and weaknesses to

opportunities in the environment. The company must analyze its current business portfolio

and decide which businesses should receive more, less or no investment and develop growth


3/13

!"#$%&'($'" *$ +",$(" !-"#" ./00/01

23/ 4$(5 !-56 9

strategies for adding new products or businesses to the portfolio.

,-'7- #/1% 3"#$%&'() 51".+ '( +"&%)'7 51"(('()4

Marketing plays a key role in the company's strategic planning in several ways:

First, marketing provides a guiding philosophy - the marketing concept - which suggests

that company strategy should revolve around building profitable relationships with important

consumer groups;

Second, marketing provides input to strategic planners by helping to identify active

market opportunities;

Finally, within individual business units, marketing designs strategies for reaching the

unit's objectives.

,-'7- "#% &-% 7/35/(%(&+ /6 &-% 3"#$%&'() 3';

4 Ps

+"

#$%&'

2%+7#'8% &-% %(


4/13

!"#$%&'($'" *$ +",$(" !-"#" ./00/01

23/ 4$(5 !-56 :

%;51"'( &-% $%. 7-"()%+ '( &-% 5/1'&'7"1 "(2 701&0#"1 %(


5/13

!"#$%&'($'" *$ +",$(" !-"#" ./00/01

23/ 4$(5 !-56 ;

Economic circumstances: Some marketers target consumers who have lots of money and

resources, charging prices to match.

Lifestyle: People coming from the same subculture, social class and occupation may

have quite different lifestyles. Lifestyle is a person's pattern of living as expressed in his or

her activities, interests and opinioned. Lifestyle captures something more than the persons

social class or personality. It profile a person's whole pattern of acting and interacting in the

world.

Personality and self-concept: Each person's distinct personality influences his or her

buying behavior. Personality refers to the unique psychological characteristics that lead to

relatively consistent and lasting responses to one's own environment.

Psychological factors: A person's buying choices are further influenced by four

important psychological factors: Motivation, perception, learning and beliefs and attitudes.

Motivation: Need becomes a motive when it is aroused to a sufficient level of intensity.

A motive (or drive) is a need that is sufficiently pressing to direct the person to seek

satisfaction.

Perception: A motivated person is ready to act, how the person acts is influenced by his

or her perception of the situation. Two people with the same motivation and in the same

situation may act quite differently because they perceive the situation differently. People are

exposed to a great amount of stimuli every day.

Learning: When people act, they learn. Learning describes changes in an individual's

behavior arising from experience.

Beliefs and attitudes: Through doing and learning, people acquire their beliefs and

attitudes. These, in turn, influence their buying behavior. A belief is a descriptive thought that

a person has about something. An attitude describes a person's relatively consistentevaluations, feelings and tendencies towards an object or idea.

2%+7#'8% &-% !"+1/,B+ -'%#"#7-. /6 (%%2

,-'7- "#% &-% +&")%+ '( &-% 80.%# 2%7'+'/( 5#/7%++4

Need recognition!Information search!Evaluation of alternatives!Purchase

decision!Post purchase behavior


6/13

!"#$%&'($'" *$ +",$(" !-"#" ./00/01

23/ 4$(5 !-56

11.3describe the decisions companies make regarding their individual products, product

lines,and product mixes?

Individual product decisions:Product attributes(Product qualityProduct featuresProduct style

and design)

BrandingPackagingLabellingProduct-support services

A brandis a name, term, sign, symbol, or design, or a combination of these that identifies the

goods or services of one seller or group of sellers and differentiates them from those of

competitors.

Packaging :To hold and protectTo attract attentionTo describe the productTo make a sale

Label:Identify products or brandsGrade the productDescribe the productPromote the product

Product lines: Product line stretching means increasing the product line by lengthening it

beyond its current range

Product line filling means increasing the product line by adding more items within the present

range of the line

Product mix decisions:Add new product lines, widening its product mix

Lengthen its existing product lines to become a more full-line company

Add more product versions of each productPursue more or less product line consistency depending upon goals

12.1 which are the steps in the new-product development process?

12.2explain how companies find and develop new-product ideas?

Internal sources: Formal researchExecutivesEngineersDesignersManufacturersSalespeople

External sources: CustomersCompetitorsDistributors, suppliers, others

Ideas are screened by product reviewcommittees who review a summary of the idea

complete with estimates of market size, product price, development time and costs,

manufacturing costs, and rate of return

12.3describe the stages of the product life-cycle?


9/13

!"#$%&'($'" *$ +",$(" !-"#" ./00/01

23/ 4$(5 !-56 ?

12.4 explain how marketing strategy changes during a products life-cycle phase?

13.1 what is a service?

A service is any activity or benefit that one party can offer to another which is essentially

intangible and does not result in the ownership of anything.

13.2describe the tangible-intangible continuum for goods and services?

13.3which r the service characteristic?

Service intangibility means that services cannot be seen, tasted, felt, heard or smelt

before they are bought

Service inseparability means that services are produced and consumed at the

same time and cannot be separated from their providers, whether the providers are people or

machines.

Service variabilitymeans that services may vary greatly depending on who provides them

and when, where, and how.


10/13

!"#$%&'($'" *$ +",$(" !-"#" ./00/01

23/ 4$(5 !-56 7@

Service perishability means that services cannot be stored for later sale or use.

14.1what is price?

Price is the amount of money charged for a product or service, or the sum of the values that

consumers exchange for the benefits of having or using the product or service.

14.2 why is it important to understand customer value perceptions when setting price?

14.3 what r the differences between cost-based and value-based pricing?

15.1"#$% &' %#( )*+,+%&+-$. ,&/0

Promotion mix (marketing communications mix) is the specific mix of advertising, sales

promotion, public relations, personal selling, and direct marketing tools that the company uses

to persuasively communicate customer value and build customer relationships.

15.2 what is integrated marketing communications(IMC)?

Integrated marketing communications is the concept under which a company carefully

integrates and coordinates its many communications channels to deliver a clear, consistentand compelling message about the organisation and its products.

15.3 what is the AIDA model?

AttentionInterest---Desire----Action

15.4 descibePush versus pull promotion strategy

16.1 what is advertising?

Advertising is any paid form of non-personal presentation and promotion of ideas, goods or

services by an identified sponsor

16.2 what is a creative concept?

A creative concept is the compelling big idea that will bring the advertising message

strategy to life in a distinctive and memorable way

16.3 what do reach ,frequency, and impact mean in advertising?


11/13

!"#$%&'($'" *$ +",$(" !-"#" ./00/01

23/ 4$(5 !-56 77

Reachis the percentage of people in the target market exposed to an ad campaign during a

given period

Frequencyis the measure of how many times the average person in the target market

exposed to the massage

Media impactis the qualitative value of an exposure through a given medium

16.4 what ad delivery patterns r possible?

Continuityis scheduling ads evenly within a given period

Pulsingis scheduling ads unevenly, in bursts, over a certain time period

16.5 which r the main issue that u have to take in account in the international advertising

decisions?

Standardisation or differentiation

Centralisation or decentralisation

Media planning, buying and costs

International advertising regulations

16.6 what is public relations?

Public relationsrefers to building good relations with company publics by obtaining

favourable publicity, building up a good corporate image, and handling or heading off

unfavourablerumours, stories and events.

17.1what is personal selling?

Personal sellingis personal presentation by the firms sales forcefor the purpose of making

sales and building customer relationships.

17.2 which r the steps in sales force management?

Design strategy and structureRecruit and select people Train salespeople

Compensate salespeopleSupervise salespeopleEvaluate salespeople

17.3what is the workload approach to sales force size?

The workload approach is an approach to setting sales force size by accounting for the size,

account status, and other factors related to the effort required to maintain them, and then

determining how many salespeople are needed to call on them the desired number of times.

17.4which are the steps in effective selling?

Prospecting and qualifyingPre-approach ApproachPresentation and

demonstrationHandling objectionsClosingFollow-up

17.5what is relationship marketing?

Relationship marketing is the process of creating, maintaining and enhancing strong,

value-laden relationships with customers and other stakeholders.

17.6what r sales promotions?

Sales promotions are short-term incentives to encourage purchase or sales of a product or

service.

18.1 what is direct marketing?

Direct marketing is the direct communication with carefully targeted individual customers to

both obtain an immediate response and cultivate lasting customer relationships.

18.2 what is a customer database?


12/13

!"#$%&'($'" *$ +",$(" !-"#" ./00/01

23/ 4$(5 !-56 78

Acustomer database is an organised collection of comprehensive data about individua

customers or prospects, including geographic, demographic, psychographic and behavioural

data

18.3 what do clicks-and mortar marketers mean?

19.1 what is a value delivery network?

A value delivery network is a network made up of the company, suppliers, distributors and

customers who partner with each other to improve the performance of the entire system

19.2 what is a marketing channel?

A marketing channel (also known asa distribution channel) is a set of interdependent

organizations involved in the process of making a product or service available for use or

consumption by the consumer or business user.

19.3 what is a franchise?

A franchise organization is the most common type of contractual relationship, whichexists between a manufacturer, wholesaler or service organization and independent

businesspeople (franchisees) who buy the right to own and operate one or more units in the

franchise system.

19.4 what is disintermediation ?

Disintermediation is the elimination of a layer of intermediaries from a marketing

channel or the displacement of traditional resellers by radically new types of

intermediaries

19.5what is retailing?

Retailing includes all the activities involved in selling goods and services directly to final

consumers for their personal, non-business use.

19.6 what is marketing logistic?

Market logistics includes all the tasks involved in planning, implementing and controlling

the physical flow of goods, services and related information from points of origin to points of

consumption or use to meet customer requirements at a profit.

20.1 what is global marketing?

Global marketingis marketing that integrates or standardises marketing actions across

geographic markets.

20.2what promote the WTO and GATT?

The GATT promotes world trade by reducing tariffs and other international trade barriers.


13/13

!"#$%&'($'" *$ +",$(" !-"#" ./00/01

23/ 4$(5 !-56 79

The WTO oversees GATT.

General Agreement on Tariff and Trade

World Trade Organizaiton

20.3 what and which r the main regional free trade zones?

Regional free trade zonesare economic communities based on groups of nations organised

to secure common goals in the regulation of international trade

EU European Union

NAFTA North American Free Trade Agreement

CAFTA Central American Free Trade Agreement

FTAA Free Trade Area of the Americas

MERCOSUR Latin American and South American

CAN Andean Countries

CSN South American Community Nations

20.4 which indicators of market potential do u use?

Demographic characteristics

Geographic characteristics

Economic factors

Technological factors

Socio-cultural factors

Political and legal factors

marketing summary - polito 2

Documents