Marketing Study Guide

Topics: Marketing, Strategic management, Management Pages: 3 (251 words) Published: August 22, 2013
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MARKETING : Is the management process responsible for identifying, anticipating and satisfying customer profitability requirements.(CIM). Marketing is the delivery of customer satisfaction at a profit. THE MARKETING ENVIROMENT

PESTLE:
*POLITICAL *ECONOMICAL *SOCIAL * TECHNOLOGICAL *LEGAL *ENVIROMENTAL * -------------------------------------------------

MANAGEMENT TASKS IN MARKETING:
* Research
* Analyze
* Plan / Forecast
* Organize
* Implement
* Control/Monitor
* Review & Respond
Efective marketing requires: INFORMED DESITIONS & MANAGED ACTIVITES. THE GENERIC VALUE CHAIN ( Porter, 1985)
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MARKET ANALYSIS
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BUYING BEHAVIOUR, usually divided in 2:
1. Consumer Behavior : The purchasing behavior of final consumers 2. Organizational Buyer Behavior: in organizational or B2B settings.

Characteristics affecting CONSUMER BEHAVIOR:
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BUYER: *CULTURE * SOCIAL * PERSONAL *PSYCOLOGICAL* H.ASSAEL’S
BUYING DESITIONS (Buying behavior)
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The Business buying process
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STEPWISE OF MARKET SEGMENTATION

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POSITIONING: Where do I want to be in the market?
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PRODUCT vs SERVICE
* A Product is anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. * A Service is a form of product that consist of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.

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PRODUCT LIFE CIRCLE

PORTER’S FIVE FORCES...
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