translated qs

• Basic needs

  • Food
  • Clothing
  • Safety
• Individual needs

  Needs of a single human being
• Social needs

  Needs related to interactions with others
• Physical needs

  Needs related to the physical body
• Core concepts of marketing

  • Advertising
  • Trading
  • Value creation
  • Sales
• Socially responsible marketing

  It gives customers a good feeling about the company
• Social marketing topics criticized for restricting competition

  • The influence of marketing on the individual
  • The influence of marketing on other companies
  • The influence of marketing on society as a whole
  • The influence of marketing on the company
• Consumerism

  The protection or promotion of the interests of consumers
• Proposals to better protect consumers

  • More requirements for product safety
  • Improving consumer rights in case of corporate fraud
  • Limit the amount of noise in the advertising
  • Give more power to government agencies
• Goal of marketing for environmentalists

  To maximize consumption
• Bad-tasting mouthwash that doesn't work

  Defective product
• Misleading labels

  Misleading promotion
• Designing products to be replaced sooner than functionally possible

  Planned obsolescence
• Dental floss from a social point of view

  Beneficial product
• Levels of marketing planning

  • Business unit level
  • Market level
  • Product level
  • All these levels
• Degree of market growth in BCG matrix

  Attractiveness of a market
• Growth strategy for finding new demographics to buy a new Levi Strauss product

  Market development
• Market segment


  A group of consumers who respond in a similar way to a given set of marketing efforts
• Market positioning


  The arranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers
• 4 Ps of marketing

  • Place
  • Product
  • Price
  • Promotion
• Product


  The combination of products and service that the company offers to the target market
• Marketing implementation


  The process of turning your marketing strategy into real-life actions: tasks and projects, people responsible for them, and deadlines
• Company's mission


  Guided by vision
• Factors not part of the macro environment


  • Competition
• Advertising agency


  Marketing service agency
• Environmental groups


  Action groups consisting of citizens
• Basic beliefs and values

  Passed on from parents to their children and influenced by schools, churches, businesses and governments
• Cultural environment aspect


  How people see themselves
• Element of the microenvironment

  The company
• Banks and insurance companies


  Financial service providers
• Market that buys goods for further processing

  Industrial market
• Buyers of products in other countries

  International market
• Main cultural factors influencing consumer behavior

  • Culture
  • Subculture
  • Personality
• Motivation theory developed by Freud


  Sees people as responding to an urge that is suppressed but can never be fully controlled
• Phases of the buying decision process

  • Purchase decision
  • Evaluation of the alternatives
  • Collect information
• Motivation theory developed by Maslow


  Views needs hierarchically
• Dissatisfaction caused by difference between expectations and actual quality

  Cognitive dissonance
• Parts of the DMU (decision-making unit)

  • Influencer
  • Buyer
  • Decision maker
• Young & Rubicam's 4C's type that sees their fate not in their own hands but possibilities to escape existence

  The midgets
• Classification system dividing consumers into 9 lifestyles

  VALS classification