marketing strategy key concepts to review for ets

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1、MarketingStrategy……KEYCONCEPTStoreviewforETSexam….MarketingStrategy:KeyConcepts1Concepts,keytermslinkedtodictionaryLinktoDiscussionBoardWhatisMarketing?Marketingistheprocessofplanningandexecutingtheconception,pricing,promotionanddistributionofideas,goodsandservicestha

2、tsatisfyindividualandorganizationalgoals.---AMAProductistheplatformforattractingcustomers.Allorganizationsareinthebusinessofattractingcustomers.Cantheabovetwostatementsbechallenged?IsmarketingsellingORdoesitreducetheneedforselling?DiscussionTopic:Challengetheabovestat

3、ements,usingyourownexperiencesasreference.Whataremarkets?Exchange,divisionoflabor,positivesumrelationships,barter,moneyreducesfriction.Evolutionofmarkets1.Traditionalbazaars2.Separationofsupplyandconsumption3.MassMarkets/Media4.TargetMarkets/NicheMedia5.ElectronicMark

4、ets:MetaMarketsEvolutionoftheMarketingConcept1.ProductionConceptDemandforgoodsandservices>Supply...thereforeconsumersgladlypurchasedwhatwasbeingproduced.Producershaveacaptivemarket.Investmentonincreasingtheefficienciesofproductionhadthegreatestimpactoncompanyprofitabi

5、lity.Thussmartbusinessesfocusedonincreasingproductivity,ratherthanunderstandingtheconsumer.HenryFord'squote:"Thecustomercanhaveanycolorcaraslongasitisblack"iscloselyidentifiedwiththisera!Thisisappropriatefordevelopingcountries,andevolvedintheUSwiththeadventoftheindust

6、rialrevolution.1.SalesConceptDemand=Supply...thereforeproducershadtoconvinceconsumerstopurchasetheirproducts.Focusofbusinessinvestmentstartsshiftingtowardsdevelopingarobustsalesmechanisminordertocommunicatewithconsumers.Thesalesconceptisalsorelevantforproductsconsumer

7、sdonotseekoutordinarily,suchaslifeinsuranceanddentaltreatment.2.MarketingConceptSupply>Demand...thereforeproducersneedtofirstunderstandwhatconsumerswanted,thenproducethoseproducts,thenconvinceconsumerstopurchasethoseproducts.Targetmarketingandmarketsegmentationbecamet

8、henewtoolstoincreasecompanyprofitability.3.One2One(Relationship)MarketingConceptTheMarketingeraevolvedandsawproducersfurther