Segway marketing analysis

Topics: Marketing, Marketing plan, Market segmentation Pages: 6 (1637 words) Published: October 13, 2013
Ch. 1
Production: actually making goods or performing services
Customer Satisfaction: the extent to which a firm fulfills a customers needs, desires, and expectations. Marketing: the performance of activities that seeks to accomplish an organizations objectives by anticipating customer or client needs and directing the flow of need satisfying goods and services from producer to customer or client. Pure Substance Economy: when each family unit produces everything it consumes. Macro-Marketing is a social process that directs an economy’s flow of goods and services from producer to consumers in the way that effectively matches supply and demand and accomplishes the objectives of society Economies of scale: as a company produces larger numbers of particular product the cost of each unit of the product is down Universal Functions of marketing: buying selling transporting storing standardization and grading financing risk-taking and market information

Functions
Buying: evaluating goods and services
Selling: promote the product
Transporting: movement of goods
Storing: holding goods

Standardization and grading: sorting products according to size and quantity Financing provide the necessary cash and credit to produce transport, store, promote, sell and buy products

Risk taking: Darren the uncertainties that are part of the marketing process

Market Information Function involves a collection analysis and distribution of all the information needed to plan carry out and control marketing activities

Intermediary someone he specializes in a trade it rather than production. Retailer or wholesaler

Collaborators firms that facilitate or provide one or more of the marketing functions other than buying or selling

E-commerce exchanges between individuals or organizations and activities that the Silliste take these exchanges based on technology

Economic System: the way and economy organizes to use scarce resources to produce goods and services and distribute them for consumption by various people and groups in the society

Command economy: Government officials decide what and how much is to be produced and distributed by whom when to whom and why

Market-direct economy: the individual decisions of the many producers and consumers make the macro level decisions for the whole economy

Simple trade era families traded or sold their surplus output to local distributors

Production era companies focus on production of a few specific products Sales era: emphasis on selling because of increased competition

Market Department era all marketing activities are brought under the control of one department to improve short run policy planning to try to integrate the friends activities Marketing company era: in addition to short run marketing planning marketing people develop long-range plans in the whole company efforts is guided by the marketing concept Marketing concept and organization aims all its efforts at satisfying its customers at a profit Production orientation making whatever products are easy to produce and then trying to sell them Marketing orientation trying to carry out the marketing concept of customer satisfaction total company effort and profit- not just sales as an objective Customer value the difference between the benefits a customer sees from a market offering and the cost of obtaining those benefits Micro-macro dilemma what is dead for some firms and consumers may not be good for society as a whole Social responsibility affirms obligation to improve its positive effects on society and reduce its negative effects Marketing ethics moral standards that guide marketing decisions and actions

Ch. 2
Marketing management process the process of planning marketing activities directing the implementation of the plans and controlling his plans Strategic (management) planning the job of planning strategies to get the whole company Marketing strategy specifies a target market and the related marketing...
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