These things that I learned at last lesson: 1)Product and service difference: Basically ; Products are tangible and services are intangible. For example; Apple Iphone, Coffe Mocha at Starbucks are products,but healthy services sector,home repair service,wireless communication,trip to somewhere ;they dont result ownership of anything. 2)Customer vs. consumer :Customer and consumer are not same things. For example;mother buy napkin for her baby and then baby consume it in this situation baby is a consumer, mother is a customer . )Sales dont mean to marketing. Sales cover just selling but marketing process makes the broad strategy. Selling and advertising are only part of larger ‘marketing mix’ marketers purpose satisfying customer needs. 4)Consumer Behavior:’The behavior that consumers display in searching for purchasing,using,evaulating and disposing of products and services that they expect will satisfy their needs’. When ? decide to buy new product what factors influence on me?
A)External factors:cultural,social,family roles&status,reference groups B)Internal factors:psychological factors(motivation,perception,learning,belief and attitudes) * Consumer behavior includes all the decisions a consumer makes when spending their time and money. The what,why,when,where,and how of consumer purchases are examined. 5)Two consumer entities Personal consumer:the individual who buys goods &services for his or her own use for household use. Organizational consumer:Business,government Marketing Concept: Production orientation:company wanted efficient production lines ,not focused product variation.
Sales Orientation:overproduction,excess product Marketing concept:focus on customer,expectations of customer,marketers become more sophisticated in understanding the consumer and delivering products that meet their need. Societal Marketing Concept:Consider consumers long run best interest,in this concept marketers are consciousof negative effect health,environment. * Fair trade: trying to give support manufacturer,especially poor companies such as Africa Endonesia. Segmentation,targeting,positioning:Segment:share simialr meet and expectations and enables marketers to target consumers.
Divide the total market into smaller segments. (segmentation) Types of segmentation:geographic,demographic(age gender,family size,family life-cycle Marketing mix: The set of tactical marketing tool. 4P=PRODUCT,PLACE,PROMOTION,PRICE. P roduct;goods&services combination. Place;includes company activities that make the product available to target consumers. for example;using social networks,internet stores. Promotion;activities that malke product availableto target customers,and persuade. (public relation,advertisement,selling process. Customer value:Perceived value is relative and subjective.
Developing a value proposition(unique selling proposition) is critical in attaining successful positioning of a broad Customer trust: Recommendation,word of mouth influence on customers,newspaper,websites Customer retention:loyal customer:buy more products, are less price sensitive Customer profitibality-focused marketing: BCG growth-share matrix=each produsct hs different contribution(star,question mark,cash cow,dog) Platinum- heavy user,not price sensitive Gold-heavy user but not as profitable Iron Lead-like dogs in bcg approaches SEYMA TEMEL-135710019
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