Customer Value â€“ cost vs benefits
Micro and macro view
Marketing concept â€“ means that an organization aims all its efforts at satisfying its customers at a profit. A move from production orientation to a marketing orientation.
1 Target market
2 Marketing Mix:
Product, Place, Promotion, and Price
Types of opportunities to pursue:
S.W.O.T. analysis â€“ strength weaknesses opportunities threat â€“ pg 46
Direct and external environment
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Multiple buying influence â€“ means several people play a part in making a purchase decision.
Buying Center â€“ all the people who participate in or influence a purchase
Users â€“ perhaps production line workers or their supervisors.
Gatekeepers â€“ people who control the flow of information within the organization.
Influencers â€“ perhaps engineering or R&D people who help write specification or supply information for evaluating alternatives.
Deciders â€“ the people in the organization who have the power to select or approve the supplier.
Buyers â€“ the purchasing managers who have the responsibility for working with suppliers and arranging the terms of the sale.
Organizational Buying Processes:
Review of Suppliers
The marketing research process (5 steps)
1. Defining the problem
2. Analyzing the problem
3. Getting problem-specific data
4. Interpreting the data
5. Solving the problem
Situational analysis â€“ is an informal study of what information is already available in the problem area. It can help define the problem and specify what additional information, if any, is needed.
Sources of Data
Step 2 Secondary Data
Inside company â€“ Company files, intranet, reports, marketing information system, people, sales, cost data
Outside company â€“ Internet, libraries, governments, trade associations, universities, private research organizations
Step 3 Primary Data
Observation â€“ Mechanical approaches and personal approaches
Questioning â€“ In-depth and focus group interviews Online, mail, phone, personal surveys Panels
Product â€“ The need-satisfying offering of a firm â€“ focus on...