Chpt 15
(BUSINESS: IT'S NATURE AND
ENVIRONMENT; 6th Canadian Edition)
Summary of all important
points
Things from Chpt 15, that
are covered in MRK 106
What is Marketing
The Marketing Concept
Utility
-
Form
-
Task
-
Time
-
Place
-
Possession
Goods & Services – what
are they
-
Consumer Goods
-
Consumer Services
-
Industrial Goods
-
Industrial Services
The Environments
-
Political / Legal Environment
-
Social / Cultural Environment
-
Technological Environment
-
Economic Environment
-
Competitive Environment
-
(and they should have noted
the Geographic Environment)
The Marketing Mix
Marketing Plan
Marketing Strategy
4P’s
-
Product
-
Price
-
Promotion
-
Place
Target Marketing & Market
Segmentation
-
Geographic variables
-
Demographic variables
-
Psychographic variables
Things in Chpt 15
Relationship Marketing
- when companies do stuff
to get you to be a repeat customer
Market Research
-
The Research Process
-
Secondary Data
-
Primary Data
Research Methods
-
Observation (looking at stuff,
viewing YouTube clips, etc.)
-
Surveys (asking people stuff)
-
Focus Groups
-
Experimentation
Data Warehousing and Data Mining
-
- using computers to find out
how people are using a product
-
- the purpose of gathering the
information is to help you make decisions about changing the way you sell
the product, or advertise it, etc.
Understanding Consumer Behaviour
The Consumer Buying Process
-
Problem / Need Recognition (understanding
you want something)
-
Information Seeking (finding
out what to buy, where to buy)
-
Evaluation of Alternatives (figuring
out what is best to buy, what choices you have)
-
Purchase Decisions (cash, credit
card, payments options)
-
Post-Purchase Evaluations (after
I bought it, do I still like it)
Organizational Marketing and
Buying Behaviour
-
Industrial Market
-
Reseller Market
-
Government Market
-
Institutions and Associations
Market
Buying Behaviour
The International Marketing
Mix
-
International Products
-
International Pricing
-
International Promotion
-
International Place (Distribution)
Small Business and the Marketing
Mix
-
Small Business Products
-
Small Business Pricing
-
Small Business Promotion
-
Small Business Place (Distribution)