Marketing Management
Chapter 1
Demand States 1. Negative demand 2. Nonexistent demand 3. Latent demand – strong need that cannot be satisfied by an existing product 4. Declining demand 5. Irregular demand 6. Full demand 7. Overfull demand – more would like to buy than can be satisfied 8. Unwholesome demand – attraction to products with undesirable social consequences
Key Customer Markets - Consumer, Business, Global, and Nonprofit and Governmental
Types of Needs – Stated, Real, Unstated, Delight, Secret
Types of Marketing Environments
Task - includes the actors engaged in producing, distributing, and promoting the offering
Broad – demographic, environment, economic, social-cultural, natural, and technological environment
Holistic Marketing – based on the development, design and implementation of marketing programs, processes, and activities that recognize their breadth and interdependencies. Everything matters in marketing – a broad, integrated perspective is often necessary • Relationship Marketing – aims to build mutually satisfying LT relationships with key constituents in order to earn and retain their business o Marketing Network – consists of the company and its supporting stakeholders with whom it has built mutually profitable business relationships • Internal Marketing – an element of holistic marketing, the task of hiring, training and motivating able employees who want to serve customers well
Performance Marketing – requires understanding financial and nonfinancial returns to business and society from marketing activities and programs • Corp. Social Initiatives: o Corp. Social Marketing – supporting behavior change campaigns o Cause Marketing – Promoting social issues through efforts such as sponsorships, licensing agreements, and advertising o Cause-Related Marketing – Donating a percentage of revs. To a specific cause based on the rev. occurring during the announced
Demand States 1. Negative demand 2. Nonexistent demand 3. Latent demand – strong need that cannot be satisfied by an existing product 4. Declining demand 5. Irregular demand 6. Full demand 7. Overfull demand – more would like to buy than can be satisfied 8. Unwholesome demand – attraction to products with undesirable social consequences
Key Customer Markets - Consumer, Business, Global, and Nonprofit and Governmental
Types of Needs – Stated, Real, Unstated, Delight, Secret
Types of Marketing Environments
Task - includes the actors engaged in producing, distributing, and promoting the offering
Broad – demographic, environment, economic, social-cultural, natural, and technological environment
Holistic Marketing – based on the development, design and implementation of marketing programs, processes, and activities that recognize their breadth and interdependencies. Everything matters in marketing – a broad, integrated perspective is often necessary • Relationship Marketing – aims to build mutually satisfying LT relationships with key constituents in order to earn and retain their business o Marketing Network – consists of the company and its supporting stakeholders with whom it has built mutually profitable business relationships • Internal Marketing – an element of holistic marketing, the task of hiring, training and motivating able employees who want to serve customers well
Performance Marketing – requires understanding financial and nonfinancial returns to business and society from marketing activities and programs • Corp. Social Initiatives: o Corp. Social Marketing – supporting behavior change campaigns o Cause Marketing – Promoting social issues through efforts such as sponsorships, licensing agreements, and advertising o Cause-Related Marketing – Donating a percentage of revs. To a specific cause based on the rev. occurring during the announced