Chapter 13: Marketing: Helping Buyers Buy - Coggle Diagram
Chapter 13: Marketing: Helping
What is marketing?
The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
The Production Era
Produce as much as possible, there is a limitless market
The Selling Era
Mass-production made it possible for things to exceed demand.
Business changed from producing to selling, mainly through just direct purchasing.
The Marketing Concept Era
Customer orientation: Find out what consumers
want and provide it.
Service orientation: everyone in the organization
has the same objective: customer satisfaction.
Profit orientation: Focus on those goods and services that will earn the most profit and enable the organization to survive and expand
The Customer Relationship Era
Customer relationship management: The process of learning as much as possible about present customers and doing everything you can over time to satisfy them—or even to exceed their expectations—with goods and services
The Emerging Mobile/On-Demand Marketing Era
The digital age is increasing consumers’ power and pushing marketing toward being on demand, not just always “on.” Consumers are demanding relevant information exactly when they want it, without all the noise of unwanted messages
Four thing of Marketing
Defining the question (the problem or opportunity) and determining the present situation.
Collecting research data.
Analyzing the research data.
Choosing the best solution and implementing it.
The following sections look at each of these steps.
Reaching smaller, less sought after
markets that can be highly profitable