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16 Cards in this Set
- Front
- Back
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marketing mix
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product
price place promotion |
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price
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what the buyer gives up for marketing exchange
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promotion
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value positioning
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core practices among value - oriented marketers
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measuring benefits that consumers receive against the costs of offering
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it has become important for value-orientated _______
with customer |
move toward a relational perspective from a transactional oriantation
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supply chain
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management, refers to a set of approaches and techniques firms employ to efficiently and effectively integrate their suppliers, manufacturers, warehouses, stores, and transportation intermediaries into a seamless operation in which merchandise is produced and distributed in the right quantities, to the right locations, and at the right time, as well as to minimize systemwide costs while satisfying the service levels their customers require.
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MARKETING MIX
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Marketing Can Be Performed by Both Individuals and Organizations
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relational orientation
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A method of building a relationship with customers based on the philosophy that buyers and sellers should develop a long-term relationship.
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customer relationship management (CRM)
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A business philosophy and set of strategies, programs, and systems that focus on identifying and building loyalty among the firm's most valued customers.
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SUPPLY CHAIN
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marketing channel
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The set of institutions that transfer the ownership of and move goods from the point of production to the point of consumption; consists of all the institutions and marketing activities in the marketing process.
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STP
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The processes of segmentation, targeting, and positioning that firms use to identify and evaluate opportunities for increasing sales and profits.
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sustainable competitive advantage
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Something the firm can persistently do better than its competitors.
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diversification strategy
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A growth strategy whereby a firm introduces a new product or service to a market segment that it does not currently serve.
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role of marketing in organization
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