Marketing management

• Three Forces: Technology, Globalization and Social Responsibility
• The marketplace transformed by changes of channel structure and heightened competition
• Marketing define as a exchange between a firm and its costumers
• Customer: seek for benefit and expect to pay
• Company:seek profit and offers benefit
• What can we market: Goods, Service, Entertainment, People, Event, Place, Information and Ideas
• Marketing Management is process of planning and executing the conception of, pricing, promototio, distribution of ideas, goods and services to create exchange that satisfy individual and organizational goal
• 5Cs stand for: Customer, Company, Context, Collaboration and Competion
• STP stand for: Segmentation, Targeting and Positioning
• 4Ps stand for: Product, Prices, Promotion, and Places
• What is the (3)Three Phases of the Purchase Process?

  Pre Purchase, Purchase, Post Purchase
• Pre-Purchase under:

  1. Identify the needs & wants
  2. Search for possible solution
  3. Build consideration set mouth
• Purchase under:

  1. Narrow (consideration set)
  2. Decide for retail channel
  3. Generate word of
• Post-Purchase under:

  1. Customer Satisfaction
  2. Likelihood to repeat
• Heterogenous Market is segmented into smaller
• Homogeneous Market is a company that focus in meeting demands of on, two of these groups.
• Market Segmentation under:

  1. Geographics
  2. Demographics
  3. Psychographics
  4. Behavioral
• Marketers is someone who seeks reponse
• 8 demands states:

  1. Negative Demands
  2. Nonexistent Demand
  3. Latent Demand
  4. Declining Demand
  5. Irregular Demand
  6. Full Demand
  7. Overfull Demand
  8. Unwholesome Demand
• Negative Demands - consumers dislike the product
• Nonexistent Demand - consumers unaware or uninterested to the product
• Latent Demand - consumers have strong demands that cannot be satisfied
• Declining Demand - consumer begins to buy less
• Irregular Demand - consumer purchases vary seasonal, daily, month, or weekly
• Full Demand - consumers buy all products from the market
• Overfull Market - the manufacturing capacity is limited and the demand is higher than the supplies
• Unwholesome Demand - consumers is attracted to product that that is undesirable social consequences
• Markets is a physical place where buyers and sellers gathered to buy and sell goods.
• 4 Key Consumer Market

  1. Consumer Markets
  2. Business Markets
  3. Global Markets
  4. Nonprofit and Government Markets
• Needs are basic human requirement
• Wants - it becomes a need before it becomes a want, directed to specific objects that satisfy the needs
• Demands is wants for specific product backed an ability to pay
• Companies address customer needs by putting forth a value proposition