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Marketing 1, Marketing is the delivery of value to customers at a profit …
Marketing 1
- Four forms of customer value
Price value:
basic products at low price (Ryanair,Aldi,Easycar)
Performance value:
latest features, quality (Apple,Dyson)
Emotional value
created by marketing activity (Volvo safiest brand, luxury brands)
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- General view on customer value
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- add new features (hors prix)
- engage in new marketing activities (h. prix, image marque)
- offering p/s at lower prices (prix)
ensure that the value offered exceeds that of competitors.
- Marketing competitiveness
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industrial revolutions that took place in Britain around 1750 and in the USA and Germany
around 1830.
- Marketing as a field of study began in the early part of the twentieth century.
- The focus of marketing courses in the 1950s and 1960s, was on “how to do it”
- recent times, attention has been paid to the philosophy
Doing marketing is: → Adaptation to competition by → proposing an offer superior to competitors → In order to influence people behavior.
Doing marketing is competing for market shares
Marketing effectiveness is proportional to the level of competition