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Marketing Concept
- 1. The Marketing Concept Evolving Perspectives
- 3. Marketing and Sales Concepts Contrasted
- 7. What Satisfies Consumers’ Needs and Wants? Products Anything that can be Offered to a Market to Satisfy a Need or Want Persons Places Organizations Ideas Information Services Activity or Benefit Offered for Sale That is Essentially Intangible and Does Not Result in the Ownership of Anything
- 9. This Is Demand “ Demand” Wants
- 11. Segmentation and Target Marketing #1 #2 Market Segmentation: Divide the market into segments of customers Target Marketing: Select the segment to cultivate
- 13. Target Market
- 15. Value and Satisfaction If performance is lower than expectations, satisfaction is low. If performance is higher than expectations, satisfaction is high. Expectation Performance 8 10 Expectation Performance 10 8
- 17. Customer Relationship Levels Basic Relationship Full Partnership Continuum
Notas del editor
- The combination of tangible products, particular people, and certain activities in a particular place creates an experience (e.g., Disneyland) We are moving toward being a less manufacturing-based society and a more service-oriented society.