Review Guide: Exam One
Chapter 1: An Overview of Marketing
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
What is exchange and what is required for exchange?
 Exchange: people giving up something to receive something they would rather
have
 Required for exchange
o At least two parties
o Something of value
o Communication and delivery
o Freedom to accept or reject
o Desire to deal with other party
 *Customers are buying benefits, not attributes
Customer Value – know give vs. get components and distinction between attributes and
benefits
 The relationship between benefits and the sacrifice necessary to obtain those
benefits
 Customer value requirements
o Offer products that perform
o Earn trust
o Avoid unrealistic pricing
o Give the buyer facts
o Offer organization-wide commitment in service and after-sales support
 Give vs. Get components
o ??
 Attributes vs. benefits
o ??
Customer Satisfaction – role of expectations
 Customer’s evaluation of a good or service in terms of whether it has me
their needs and expectations
Marketing Management Philosophies – production, sales, marketing, societal
 Production orientation: a philosophy that focuses on the internal capabilities
of the firm rather than on the desires and needs of the marketplace
 Sales orientation: the idea that people will buy more goods and services if
aggressive sales techniques are used and that high sales result in high profits
 Market orientation: a philosophy that assumes that a sale does not depend
on an aggressive sales force but rather on a customer’s decision to purchase
product. It is synonymous with the marketing concept
 Societal marketing orientation: the idea that an organization exists not only
to satisfy customer wants and needs and to meet organizational objectives
but also to preserve or enhance individuals’ and society’s long-term best
interests
The Marketing Concept or Marketing Orientation – how to achieve
 Marketing concept: the idea that the social and economic justification for
an organization’s existence is the satisfaction of customer wants and needs
while meeting organizational objectives
Comparing the Sales and Marketing Orientations
 The differences between the two are substantial, but the two orientations can
be compared in terms of five characteristics
o The organization’s focus
 Many sales-oriented firms tend to be “inward looking” focusing
on selling what the organization makes rather than making
what the market wants
 Market oriented companies are more “external looking” and
put customers at the center of their business
 Customer Value (See above)
 Customer satisfaction (See above)
 Building Relationships (See below)
o The Firm’s Business
 A sales oriented firm defines its business or mission in terms of
goods or services
 A market-oriented firm defines its business in terms of the
benefits its customers seek
o Those to whom the product is directed
 A sales oriented org. targets its products at “everybody” or the
“average customer”
 A market oriented org. aims at specific groups of people
o The firm’s primary goal
 A sales-oriented org. seeks to achieve profitability through
sales volume and tries to convince potential customers to buy,
even if the seller knows that the customer and product are
mismatched
 They place a higher premium on making a sale than on
developing a long-term relationship with a customer
 The market-oriented org. wants to make a profit by creating
customer value, providing customer satisfaction, and building
long-term relationships with customers
o Tools the Org. uses to achieve its goals
 Sales-oriented orgs. Seek to generate sales volume thru
intensive promotional activities, mainly personal selling and
advertising
 Market oriented orgs. Recognize that promotion decisions are
only one of four basic marketing mix decisions that have to be
made
 Product decisions
 Place or distribution decisions
 Promotion decisions
 Pricing decisions
Building Relationships – how to build a relationship-based business
 The best companies build relationships to keep customers around and enhance
long-term relationships
o Attract new customers
o Increase business with existing customers
o Retain current customers
 Relationship marketing: a strategy that focuses on keeping and improving
relationships with current customers
o Customer-oriented personnel: employees’ attitudes and actions must be
customer oriented
o The role of training: training employees’ in customer service
o Empowerment: delegation of authority to solve customers’ problems
quickly- usually by the first person that the customer notifies regarding a
problem
o Teamwork: collaborative efforts of people to accomplish common objectives
Why Study Marketing?
 Marketing plays an important role in society
 Marketing is important to business
 Good career oportunities
 Marketing affects your life every day
o About half of every dollar you spend pays for marketing costs
Chapter 2: Strategic Planning for Competitive Advantage
Strategic Planning – What is it?
 The managerial process of creating and maintaining a fit between the organization’s
objectives and resources and evolving market opportunities
Why Write a Marketing Plan?
 Marketing plan: a written document that acts as a guidebook of marketing
activities for the marketing manager
 Why write one?
o Provides the basis by which actual and expected performance can be
compared
o Marketing can be one of the most expensive and complicated business
activities, but it is also one of the most important
o Allows you to examine the marketing environment in conjunction with the
inner workings of the business
o A reference point for the success of future activities
o Allows the marketing manager to enter the marketplace with an awareness
of possibilities and problems
Marketing Plan Elements
 Defining the Business Mission
o Mission statement: a statement of the firm’s business based on a careful
analysis of benefits sought by present and potential customers and an
analysis of existing and anticipated environmental conditions
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o Marketing myopia: defining a business in terms of goods and services rather
than in terms of the benefits that customers seek
 Myopia equals narrow vision
o Strategic business unit (SBU): a subgroup of a single business or collection of
related businesses within the larger organization
Setting marketing plan objectives
o Marketing objective: a statement of what is to be accomplished thru
marketing activities
 Need to be realistic, measurable, time specific, and consistent w/ and
indicating the priorities of the organization
o Criteria for good marketing objectives
 Communicate marketing management philosophy
 Provide management direction
 Motivate employees
 Force executives to think clearly
 Allow for better evaluation of results
Conducting a situation analysis
o SWOT analysis: identifying internal strengths (S) and weaknesses (W) and
also examining external opportunities (O) and threats (T)
 Internal strengths and weaknesses focus on…
 Organizational resources such as production costs, marketing
skills, financial resources, company or brand image, employee
capabilities, and available technology
 External opportunities and threats focus on…
 Analyze aspects of the marketing environment (environmental
scanning)
 Environmental scanning: Collection and interpretation of info
about forces, events, and relationships in the external
environment that may affect the future of the organization or
the implementation of the marketing plan
Describing the target market
o Marketing strategy: the activities of selecting and describing one or more
target markets and developing and maintaining a marketing mix that will
produce mutually satisfying exchanges w/ target markets
o Target marketing strategy
 Identifies the market segment or segments on which to focus
 Market opportunity analysis (MOA): the description and estimation
of the size and sales potential of market segments that are of interest
to the firm and the assessment of key competitors in these market
segments
 Target markets can be selected by appealing to the entire market w/
one marketing mix, concentrating on one segment, or appealing to
multiple market segments using multiple marketing mixes
The Marketing Mix
o Marketing mix: a unique blend of product, place, promotion and pricing
strategies designed to produce mutually satisfying exchanges w/ a target
market
o 4 P’s: product, place, promotion, and price, which together make up the
marketing mix
 Product strategies
 The heart of the marketing mix
 The product being offered as well as its packaging, warranty,
after-sale service, brand name, company image, value, and
many other factors
 Place (Distribution) Strategies
 Making products available when and where customers want
them
 Involves storing and transporting raw materials or finished
products
 Promotion Strategies
 Advertising, public relations, sales promotion, and personal
selling
 Tries to bring about mutually satisfying exchanges w/ target
markets by informing, educating, persuading, and reminding
them of the benefits of an org. or a product
 Pricing Strategies
 Price is what a buyer must give up to obtain a product
o Often the most flexible of the four marketing mix
elements
o Quickest element to change
Strategic Directions
 The end result of a SWOT analysis and identification of a competitive advantage is to
evaluate the strategic direction of the firm
 Strategic alternatives
o Ansoff’s Strategic Opportunity matrix
o Portfolio Matrix: a tool for allocating resources among products or strategic
business units on the basis of relative market share and market growth rate
 Star: a business unit that is a fast growing market leader
 Cash cow: a business unit that usually generates more cash than it
needs to maintain its market share
 Problem child (question mark): a business unit that shows rapid
growth but poor profit margins
 Dog: a business unit that has low growth potential and a small market
share
 4 basic strategies in dealing with the portfolio matrix
 Build: give up short term profits and use its financial resources
to build
 Hold: preserve market share so that the org can take
advantage of the positive cash flow

Harvest: increase the short term cash return w/o much
concern for the long run impact
 Divest: getting rid of a SBU’s w/ low shares of low growth
markets
Ansoff’s Strategic Opportunity Matrix
 Market penetration: a marketing strategy that tries to increase market share among
existing customers
 Market development: a marketing strategy that entails attracting new customers to
existing products
 Product development: a marketing strategy that entails the creation of new
products for current customers
 Diversification: a strategy of increasing sales by introducing new products into new
markets
Following Up on the Marketing Plan - Implementation, Evaluation, and Control
 Implementation: the process that turns a marketing plan into action assignments
and ensures that these assignments are executed in a way that accomplishes the
plan’s objectives
 Evaluation: gauging the extent to which the marketing objectives have been
achieved during the specified time period
 Control: provides the mechanisms for evaluating marketing results in light of the
plan’s objectives and for correcting actions that do no help the org reach those
objectives within budget guidelines
Competitive Advantage – types of and sources of
 Competitive advantage: the set of unique features of a company and its products
that are perceived by the target market as significant and superior to the
competition
 Cost competitive advantage: being the low cost competitor in an industry while
maintaining satisfactory profit margins
o Costs can be reduced in a variety of ways
 Experience curves, efficient labor, no-frills goods and services, gov.
subsidies, product design, reengineering, production innovations, new
methods of service delivery
 Experience curves: curves that show costs declining at a predictable
rate as experience w/ a product increases
 Product/Service differentiation competitive advantage
o The provision of something that is unique and valuable to buyers beyond
simply offering a lower price than the competitions
 Niche competitive advantage
o The adv. Achieved when a firm seeks to target and effectively serve a small
segment of the market
Sustainable Competitive advantage- types of and sources of
 An advantage that cannot be copied by the competition
o Ex: Rolex, Nordstrom, Cirque du Soleil
o Sources: skills, patents, copyrights, locations, equipment, and technology
Chapter 3: Social Responsibility, Ethics, and the Environment
Corporate Social Responsibility, the Law, and Ethics – relationship between these three
 Corporate Social Responsibility: business’s concern for society’s welfare
 Ethics: the moral principles or values that generally govern the conduct of an
individual or a group
 Laws: the values and standards enforceable by the courts
 Morals: the rules ppl develop as a result of cultural values and norms
 Pyramid of Corporate Social Responsibility: a model that suggests corporate
social responsibility is composed of economic, legal, ethical, and philanthropic
responsibilities and that the firm’s economic performance supports the entire
structure
 Sustainability: the idea that socially responsible companies will outperform their
peers by focusing on the world’s social problems and viewing them as opportunities
to build profits and help the world at the same time
Morality and Business Ethics
 Preconventional morality: most basic (childlike) form of morality
o Will I be punished if I do this?
 Conventional morality: morality based off of the expectations of society
o Is it legal and how will others view my decision?
 Postconventional morality: the morality of a mature adult. Not concerned as to
how others will see them but concerned w/ how they judge themselves
o Even though it is legal and will increase profits, is it right in the long run?
Environmental management
 When a company implements strategies that attempt to shape the external
environment within which it operates
Code of Ethics - Creating Ethical Guidelines
 Helps identify acceptable business practices
 Helps control behavior internally
 Avoids confusion in decision making
 Facilitates discussion about right and wrong
External Marketing Environment
 Social Factors that Affect Marketing
o Attitudes, values, and lifestyles
 American values
o Self-sufficiency: every person should stand on his or her own two feet
o Upward mobility: success would come to anyone who got an education,
worked hard, and played by the rules
o Work ethic: hard work, dedication to family, and frugality were moral and
right
o Conformity: no one should expect to be treated differently from everybody
else
 The Growth of Component Lifestyles
o The practice of choosing goods and services that meet one’s diverse needs
and interests rather than conforming to a single, traditional lifestyle
 Demographic Factors – generational cohorts
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o Demography: the study of ppls vital stats, such as their age, race, and
ethnicity, and location
o Tweens
 Ages 8 to 14
 Population of 29 million
 Spend on average $1500/yr and $39 billion annually
 Don’t respond well to advertising (tune them out)
 Emerging as the “richest generation” and the “most influential
generation in history”
o Generation Y
 Years 1979 to 1994
 Population of 60 million
 Purchasing power of $200 billion annually
 Researchers have found Gen Yers to be:
 Impatient
 Diverse
 Family
 Time
oriented
managers
 Inquisitive
 “street smart”
 Opinionated
 Word of mouth marketing effective
o Generation X
 Years 1965 to 1978
 Population of 40 million
 Savvy and cynical consumers
 Tme is at a premium, and outsourcing is utilized
 Entering their money making years
o Baby Boomers
 Years 1946 and 1964
 Population of 77 million (largest segment)
 $1 Trillion in spending power annually
 Income will continue to grow as they keep working
Growing Ethnic Markets
o Hispanics 14.4% of the population
 $1.2 trillion in spending power
 A 457% increase since 1990
o Blacks spending= 921 billion
o Asians spending = 526 billion
Economic Factors – income changes, financial power of women
o Purchasing power: a comparison of income versus the relative cost of a set
standard of goods and services in different geographic areas
o The Financial Power of Women
 Women bring in half of the household income
 Women control 51.3% of the private wealth in the US
 Women control 80% of household spending
Women are now the primary buyers in male-dominated categories:
cars, computers, homes, investments, electronics
o Inflation: a measure of the decrease in the value of money, expressed as the
% reduction in value since the previous year
o Recession: a period of economic activity characterized by negative growth,
which reduces demand for goods and services
 A recession requires different marketing strategies
 Improve existing products and introduce new ones
 Maintain and expand customer service
 Emphasize top-of-the-line products and promote product value
Technological Factors
o Research
 Basic Research: pure research that aims to confirm an existing
theory or to learn more about a concept or phenomenon
 Applied Research: an attempt to develop new or improved products
o RSS and Blogging
o Many firms use the market concept guide to research
o New technology internally creates a long-term competitive advantage
o External technology
 Creates more efficient operation or better products
 May render existing products obsolete
Political and Legal Factors
o Food and Drug Administration(FDA)
 A federal agency charged w/ enforcing regulation against selling and
distributing adulterated, misbranded, or hazardous food and drug
products
o Consumer Product Safety Commission (CPSC)
 A federal agency established to protect the health and safety of
consumers in and around their homes
o Federal Trade Commission (FTC)
 A federal agency empowered to prevent persons or corporations from
using unfair methods of competition in commerce
Competitive Factors
o How many competitors?
o How big are competitors?
o How interdependent is the industry?
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Chapter 4: Developing a Global Vision
Rewards of Global Marketing
 Marketing that targets markets throughout the world

Global vision: recognizing and reacting to international marketing opportunities,
using effective global marketing strategies, and being aware of threats from foreign
competitors in all markets
 Over the past 20 years, world trade has climbed from $200 billion a year to over $7
trillion
Multinational Firms
 Multinational corporation: a company that is heavily engaged in international
trade, beyond exporting and importing
 Capital-Intensive: using more capital than labor in the production process
 Global marketing standardization: production of uniform products that can be
sold the same way all over the world
External Environment Facing Global Marketers- what these dimensions are and the
possible impact on marketing
 Culture: the common set of value shared by its citizens that determine what is
socially acceptable
o Underlies the family, the educational system, religion, and the social class
system
o Each country has their own unique customs and traditions
o Language is important when translating product names, slogans, instructions
and advertising
 Economic and Technological Development
o Developed country→ complex, sophisticated industries
o Less developed country→ basic industries
 Political Structure
o Legal considerations: (see below)
o Mercosur: the largest Latin American trade agreement; includes Argentina,
Bolivia, Brazil, Chile, Columbia, Ecuador, Paraguay, Peru, and Uruguay
o Uruguay Round: an agreement to dramatically lower trade barriers
worldwide; created the World Trade Organization
o NAFTA: an agreement between Canada, the US, and Mexico that created the
world’s largest free trade zone
o EU: a free trade zone encompassing 27 European countries
o World Bank: an international bank that offers low-interest loans, advice, and
info to developing countries
o International Monetary Fund: an international org. that acts as a lender of
last resort, providing loans to troubled nations, and also works to promote
trade thru financial cooperation
 Demographic Makeup: marketing considerations
o Population density
o Personal income
o Urban or rural
o age

Imbalance in Natural Resources and Consumption
o Create
 International dependencies
 Shifts of wealth
 Inflation and recession
 Export opportunities if resources are abundant
 Stimulus for military intervention
Legal Considerations
 Tariffs: a tax levied on the goods entering a country
 Quotas: a limit on the amount of a specific product from certain countries or
companies
 Boycotts: the exclusion of all products from certain countries or companies
 Exchange Control: a law compelling a company earning foreign exchange from its
exports to sell it to a control agency, usually a central bank
 Market Grouping: occurs when several countries agree to work together to form a
common trade area that enhances trade opportunities
 Trade Agreement: an agreement to stimulate international trade
Why “Go Global”?
 Earn additional profits
 Saturated domestic markets
 Leverage a unique product or
 Excess capacity
technological adv.
 Utilize “economies of scale”
 Possess exclusive market info
Risk Levels for Global Entry and Entering the Global Marketplace – export, licensing,
contract mfg, joint venture, and direct investment
high risk/
High return
↕risk
Joint venture
direct investment
Contract manuExport
licensing
facturing
Low risk/ low return

↔return
Export: sell domestically produced products to buyers in other countries
o Buyer for export: an intermediary in the global market that assumes all
ownership risks and sells globally for its own account
o Export broker: an intermediary who plays the traditional broker’s role by
bringing buyer and seller together
o Export agent: an intermediary who acts like a manufacturer’s agent for the
exporter. The export agent lives in the foreign market
 Licensing: legal process allowing use of manufacturing/patents/knowledge
o Franchising is a form of licensing
 Contract manufacturing: private-label manufacturing by a foreign country
 Joint venture: domestic firm buys/joins a foreign company to create new entity
 Direct investment: activate ownership of a foreign company/manufacturing facility
The Global Marketing Mix – promotion and product, price, and place/distribution - how
will a global market affect these decisions?
 Product and promotion
o One product, one message
 Diet coke vs coke light (same product)
o Product invention
 Shrimp flavored chips
o Product adaptation
 Changing the voltage or plug type on electronics
 Cheese and marmite sandwiches
o Message adaptation
 Changing the message or advertising for different countries
 Place (distribution)
o Adequate distribution is necessary for success in global markets
 Some countries have complicated systems
 Lack of distribution infrastructure and cultural differences create
problems
o Innovative distribution systems can create competitive advantage
 Pricing
o Exchange rates: the price of one’s currency in terms of another country’s
currency
o Floating exchange rates: prices of different currencies move up and down
based on the demand for and the supply of each currency
o Dumping
 The sale of an exported product at a price lower than that charged for
the same or a like product in the home market of the exporter
 Trying to increase an overseas market share
 Temporarily distributing products to overseas markets to
offset slack demand at home
 Lowering unit costs by exploiting large-scale production
 Attempting to maintain stable prices during periods
of exchange rate fluctuations
o Countertrade: a form of trade in which all or part of the payment for goods
or services is in the form of other goods or services
Chapter 5: Consumer Decision Making
What is Consumer Behavior (CB)?
 Processes a consumer uses to make purchase decisions, as well as to use and
dispose of purchased goods or services; also includes factors that influence
purchase decisions and the product use.
Understand the key elements of A “Very” Simple Model of Consumer Behavior
A “Very” Simple Model of Consumer
Behavior
Cultural,
Social, and
Situational
Influences
Process of
Making
Decisions
Individual
Differences
Post Purchase
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Satisfaction
Loyalty
Dissonance
WOM
Two Key Dimensions Affecting Consumer Behavior
 Level of Effort in the Process - Determined by Motivation/Involvement, Ability,
and Opportunity
 Cognitive vs. Affective Distinction - Cognitive – Beliefs, Affect - Feelings
A Simple Model of MAO Effects
A Simple Model of MAO
Effects
Motivation
Ability
Opportunity
What Creates Motivation?
Felt
Involvement
Increased/
Decreased Effort
in Information
Processing and
Decision-Making
 Discrepancy between an actual and a desired state that results in need recognition.
 Perceived risk.
 Personally relevant information, issues, etc.
 Information that is moderately inconsistent with our existing attitudes.
Consumer Buying Decisions and Consumer Involvement – routine, limited, extensive
5-Stage Consumer Decision-Making Process
1. Need Recognition: result of an imbalance between actual and desired states
a. Stimulus: any unit of input affecting one or more of the five senses: sight,
smell, taste, touch, hearing
b. Want: recognition of an unfulfilled need and a product that will satisfy it
2. Information Search – internal search, external search, evoked set of alternatives,
what happens if not in evoked set from internal search?,
a. Internal information search: the process of recalling past info in the memory
b. External information search: the process of seeking info in the outside
environment
c. Nonmarketing- controlled info source: a product info source that is not
associated w/ advertising or promotion
d. Marketing-controlled info source: a product info source that originates w/
marketers promoting the product
e. Evoked set (consideration set): a group of brands, resulting from an info
search, from which a buyer can choose
3. Evaluation of Alternatives
4. Purchase
5. Post-purchase Behavior - Dissonance and Regret
a. Cognitive dissonance: inner tension that a consumer experiences after
recognizing an inconsistency between behavior and values or opinions
Post-Decision Dissonance (Buyer’s Remorse)
Likely to occur for:
 Major purchases
 Unfamiliar purchases
 Limited information pre-purchase
 New information challenges decision
 Lost opportunity decisions
Consumer Regret
How can firm’s help consumers with dissonance and regret? – reinforce purchase as good
choice, make complaining easy, instruction manuals
What is Consumer Satisfaction?
Achieved with effective management of consumer perceptions and expectations
 Measured by expectancy disconfirmation approach
 Performance > Expected performance = satisfied consumer
 Performance < Expected performance = unsatisfied consumer
 Expected service is a ƒ(past experiences, marketing communications, peers,
etc.)
 Performance = ƒ(perceived performance)
Consumer Responses to Dissatisfaction
 Exit
 Voice/Complain
 Negative Word of Mouth
 Do Nothing
Effective Handling of Complaints Successful recovery from complaints=satisfaction
1. Solicit complaints -- make complaining easy
2. Anticipate needs for recovery
3. Accept responsibility
4. Quick action, e.g., Replacement, Repair, Refund, Exchange
5. Empower and train employees
Continuum of Consumer Buying Decisions
 Routine Response Behavior: the type of decision making exhibited by consumers
buying frequently purchased, low cost goods and services; requires little search and
decision time
 Limited Decision Making: the type of decision making that requires a moderate
amount of time for gathering info and deliberating about an unfamiliar brand in a
familiar product category
 Extensive Decision Making: the most complex type of consumer decision making,
used when buying an unfamiliar, expensive product or an infrequently bought item;
requires use of several criteria for evaluating options and much time for seeking
info
Marketing Implications of Involvement
 Involvement: the amount of time and effort a buyer invests in the search,
evaluation, and decision processes of consumer behavior
 High involvement purchases require extensive and informative promotion to target
market
 Low involvement purchases require in store promotion, eye catching package
design, and good displays, coupons, cents-off, 2 for 1 offers
Culture and Values - Direct Appeals to Values by Segment
 Culture: Set of values, norms, attitudes, and other meaningful symbols that shape
human behavior and the artifacts, or products, of that behavior as they are
transmitted from one generation to the next
 Value: the enduring belief that a specific mode of conduct is personally or socially
preferable to another mode of conduct
 Subculture: a homogeneous group of ppl who share elements of the overall culture
as well as unique elements of their own group
 Social class: a group of ppl in a society who are considered nearly equal in status or
community esteem, who regularly socialize among themselves both formally and
informally, and who share behavioral norms
Reference Groups Are Sources of Influence
 Reference Group –set of people we compare ourselves to and use to guide our
behavior.
 Aspirational Reference Group –want to be.
 Associative Reference Group –we are.
 Dissociative Reference Group –no way!
Understanding and Using Normative and Informational Influences
 Understand how information and norms are transmitted through groups (i.e., MTV,
Sprite).
 Formal reference groups are clear targets for influence (i.e., college campuses).
 Create normative influences in advertising by demonstrating rewards or sanctions
for use/non-use of products.
 Create conformity pressure.
Chapter 6: Business Marketing
What Is Business Marketing?
 The marketing of goods and services to individuals and organizations for purposes
other than personal consumption
Major Categories of Business Customers
 Producers: original equipment managers (OEM’s)
 Resellers: wholesalers, retailers
 Governments: federal, municipal, local
 Institutions: schools, churches, civic clubs, hospitals, unions, colleges, etc
Demand in Business Markets – characteristics of
 Derived demand: the demand for business products
 Joint demand: the demand for two or more items used together in a final product
 Multiplier effect: phenomenon in which a small increase or decrease in consumer
demand can produce a much larger change in demand for the facilities and
equipment needed to make the consumer product
Evaluative Criteria in Business Marketing Decisions
 Quality
 Service
 Price
Chapter 7: Segmenting and Targeting Markets
The Importance of Market Segmentation
 Market: People or organizations with needs or wants and the ability and
willingness to buy
 Market segment: A subgroup of people or organizations sharing one or more
characteristics that cause them to have similar product needs
 Market segmentation: The process of dividing a market into meaningful, relatively
similar, identifiable segments or groups
Criteria for Segmentation
 Sustainability: Segment must be large enough to warrant a special marketing mix
 Identifiability and Measurability: Segments must be identifiable and their size
measurable
 Accessibility: Members of targeted segments must be reachable with marketing mix
 Responsiveness: Unless segment responds to a marketing mix differently, no
separate treatment is needed
Bases for Segmentation
 Geographic/Regional Segmentation: segmenting markets by region or a country or
the world, market size, market density, or climate

Demographic Segmentation: segmenting markets by age, gender, income, ethnic
background, and family life cycle
 Psychographic Segmentation: market segmentation on the basis of personality,
motives, lifestyles, and geodemographics
 Benefit Segmentation: the process of grouping customers into market segments
according to the benefits they seek from the product
 Usage rate segmentation: dividing a market by the amount of product bought or
consumed
Family Life Cycle
 A series of stages determined by a combination of age, marital status, and the pre
Geodemographic Segmentation
 Segmenting potential customers into neighborhood lifestyle categories.
 Combines geographic, demographic, and lifestyle segmentation
Different Targeting Strategies
 Undifferentiated: a marketing approach that views the market as one big market w/
no individual segments and thus uses a single marketing mix
 Concentrated: a strategy used to select one segment of a market for targeting
marketing efforts
 Multi-segment: a strategy that chooses two or more well-defined market segments
and develops a distinct marketing mix for each
Positioning and Differentiation
 Positioning: Developing a specific marketing mix to influence potential customers’
overall perception of a brand, product line, or organization in general
 Differentiation: A positioning strategy that some firms use to distinguish their
products from those of competitors.
o Distinctions can be real or perceived
Perceptual Mapping
 A means of displaying or graphing, in two or more dimensions, the location of
products, brands, or groups of products in customers’ minds
Repositioning
 Changing consumers’ perceptions of a brand in relation to competing brands
Exam 2 Review Guide
Chapter 9: Product Concepts
What Is a Product?
 Everything, both favorable and unfavorable, that a person receives in an
exchange
 Either business or consumer
Types of Consumer Products
 Convenience: a relatively inexpensive item that merits little shopping effort
o Candy, soft drinks, aspirin, small hardware items, dry cleaning, car washes
 Shopping: a product that requires comparison shopping b/c it is usually more
expensive than a convenience product and is found in fewer stores
o Homogeneous: similar products (washers, dryers, refrigerators, and
televisions)
 Look for the lowest priced brand
o Heterogeneous: different products (furniture, clothing, housing, and
universities)
 “finding the best product or brand for me”
 Often hard to shop for b/c price, quality, and features vary
significantly
 Specialty: a particular item that consumers search extensively for and are vary
reluctant to accept substitutes
o Omega watches, Rolls Royce cars, Bose speakers, Ruth’s Chris steak house
 Unsought: a product unknown to the potential buyer or a known product that the
buyer does not actively seek
o New products before advertising, insurance, burial plots, encyclopedias
Product Items, Lines, and Mixes (width and depth)
 Product item: a specific version of a product that can be designated as a distinct
offering among an orgs products (Campbell’s Cream of Chicken Soup)
 Product line: a group of closely related product items (Campbell’s Soups)
 Product mix: all products that an organization sells (Campbell’s soups, sauces,
drinks, etc)
o Product mix width: the number of product lines an org offers
 Increase width to diversify risk- generates sales and boosts profits
across many different lines rather than just one or two, or capitalize
on established reputation
o Product mix depth: the number of product items in a product line
 Increase depth to attract buyers w/ different preferences, capitalize
on economies of scale
Benefits of Product Lines
 Advertising economies: several products can be advertised under the umbrella of
one line
 Package uniformity: common look, but still keep their individual identities
 Standardized components: GM uses the same parts on many automobile makes and
models
 Efficient sales and distribution: gives the consumer a full line of options,
distributors and retailers are more likely to stock a full product line than an
individual product, decreases transportation/warehousing expense
 Equivalent quality: purchasers and consumers will expect equal quality throughout
the line
Adjustments to Product Lines
 Modification: changing one or more of a product’s characteristics
o Quality mod: change in a products dependability or durability
o Functional mod: change in a products versatility, effectiveness, convenience,
or safety
o Style mod: aesthetic product change, rather than a quality or functional
change
o Planned obsolescence: the practice of modifying products so those that have
already been sold become obsolete before they actually need replacement
 Repositioning: changing consumer’s perceptions of a brand
 Line Extension or Contraction
o Extension: adding additional products to an existing product line in order to
compete more broadly in the industry
o Contraction: contracting overextended product lines
o 3 major benefits
1. Resources become concentrated on the most important products
2. Managers no longer waste resources trying to improve the sales and
profits of poorly performing products
3. New product items have a greater chance of being successful b/c
more financial and HR are available to manage them
What is a Brand?
 A name, term, symbol, design, or combination thereof that identifies a seller’s
products and differentiates them from competitor’s products
Branding
 Brand name: that part of a brand that can be spoken, including letters, words, and
numbers
 Brand Mark: the elements of a brand that cannot be spoken (Nike swoosh, Apple,
Honda’s H)
 Brand Equity: the value of company and brand names
Benefits of Branding
1. Product Identification: allows companies a way to differentiate
o Global brand: a brand where at least 20% of the product is sold outside its
home country or region
2. Repeat sales: generally comes from satisfied customers
o Brand loyalty: a consistent preference for one brand over all others
3. Facilitate new product sales: a well known/respected co. makes it easier to
introduce new products
Model of Brand Equity – know the components of brand equity in this model
Branding Strategies – Manufacturer vs. Private Label Brands and advantages of each
 Generic product: a no-frills, no brand name, low cost product that is simply
identified by its product category
o Low price
 Manufacturer’s brand: the brand name of a manufacturer (Kodak, La-Z-Boy, Fruit of
the Loom)
o More precisely defines the brand’s owner
 Private brand: a brand name owned by a wholesaler or a retailer (Apple, Nike, and
Starbucks)
Individual Brands vs. Family Brands
 Individual branding: using different brand names for different products (P&G- tide,
gain, cheer)
 Family brand: marketing several different products under the same brand name
(Holiday inn)
Cobranding: placing two or more brand names on a product or its package
 Ingredient branding: intel chips in apple computers
 Cooperative branding: T-Mobile in Starbucks
 Complementary branding: advertised together to suggest usage (Gin and tonic)
Trademarks: the exclusive right to use a brand or part of a brand
 Service mark: a trademark for a service
 Generic product name: identifies a product by class or type and cannot be
trademarked
Functions of Packaging
 Containing and protecting products: protect product
 Promoting products: packaging designs, colors, shapes, etc can attract customers
 Facilitating storage, use, and convenience:
 Facilitating recycling and reducing environmental damage
Labeling – two dimensions important to labeling – persuasive and informational
 Persuasive labeling: a type of package labeling that focuses on a promotional theme
or logo and consumer info is secondary
 Informational labeling: a type of package labeling designed to help consumers make
proper product selections and lower their cognitive dissonance after the purchase
Universal product codes (UPCs): a series of thick and thin vertical lines, readable by
computerized optical scanners, that represent numbers used to track products
Chapter 10: Developing and Managing New Products
New-Product Development Process - understand that each step is a screen
 New product: a product new to the world, the market, the producer, the seller, or
some combination of these
o New product strategy: a plan that links the new-product development
process w/ the objectives of the marketing dept, the business unit, and the
corporation
o Idea generation: ideas can come from customers, employees, distributors,
competitors, vendors, R&D, and consultants
 Product development: a marketing strategy that entails the creation
of marketable new products; the process of converting applications
for new technologies into marketable products
 Brainstorming: the process of getting groups to think of unlimited
ways to vary a product or solve a problem
o Idea screening: the first filter in the product development process, which
eliminates ideas that are inconsistent w/ the orgs new product strategy or
are obviously inappropriate for some other reason
 Concept test: a test to evaluate a new product idea, usually before
any prototype has been created
o Business analysis: the second stage of the screening process where
preliminary figures for demand, cost, sales, and profitability are calculated
o Development: the stage in the product development process in which a
prototype is developed and a marketing strategy is outlined
 Simultaneous product development: a team oriented approach to
new PD
o Test marketing: the limited introduction of a product and a marketing
program to determine the reaction of potential customers in a market
situation
o Commercialization: the decision to market the product
Business Analysis – know the components of
 Cost accounting, financials, etc
Diffusion: the process by which the adoption of an innovation spreads
Categories of Adopters
 Innovators: 1st 2.5% eager to try new products and ideas




Early Adopters: next 13.5% opinion leaders
Early Majority: next 34% they weigh pros and cons, opinion leaders friends
Late Majority: next 34% most of their friends have adopted the product
Laggards: final 16% adopt b/c they have to
Product Life Cycle – know stages and the marketing focus in each
 Introductory – limited models, limited distribution, building awareness, higher
prices
o Full scale launch of a new product into the marketplace
 Growth – more models, expanded distribution, communicating differences between
brands, lower prices due to competition
o The 2nd stage of the product life cycle when sales typically grow at an
increasing rate, many competitors enter the market, large companies may
start to acquire small pioneering firms, and profits are healthy
 Maturity – large number of models, extensive distribution, heavy promotional
efforts, more price competition
o A period during which sales increase at a decreasing rate
 Decline – eliminate models, reduce distribution, eliminate all non-essential
marketing, low stable prices
o A long-run drop in sales
Chapter 11: Services Marketing
How Services Differ from Goods
 Intangible: the inability of services to be touched, seen, tasted, heard, or felt in the
same manner that goods can be sensed
 Inseparable: the inability of the production and consumption of a service to be
separated. Consumers must be present during the production
 Heterogeneous: the variability of the inputs and outputs of services, which causes
services to tend to be less standardized and uniform than goods
 Perishable: the inability of services to be stored, warehoused, or inventoried
Service Quality
 Reliability: the ability to perform a service dependably, accurately, and consistently
 Responsiveness: the ability to provide prompt service
 Assurance: the knowledge and courtesy of employees and their ability to convey
trust
 Empathy: caring, individualized attention to customers
 Tangibles: the physical evidence of a service, including the physical facilities, tools,
and equipment used to provide the service
How Services Differ from Goods - Intangible
 Search Qualities: a characteristic that can be easily assessed before purchase
 Experience Qualities: a characteristic that can be assessed only after use
 Credence Qualities: a characteristic that consumers may have difficulty assessing
even after purchase b/c they do not have the necessary knowledge or experience
Core and Supplementary Services
 Core service: the most basic benefit the consumer is buying

Supplementary services: a group of services that support or enhance the core
service
 Mass customization: uses technology to deliver customized services on a mass basis
Place (Distribution) Strategy
 Focuses on issues as convenience, number of outlets, direct versus indirect
distribution, location, and scheduling
Promotion Strategy
1. Stressing tangible cues: a concrete symbol of the service offering
2. Using personal info sources: someone consumers are familiar with (celeb) or
something they can relate to
3. Creating a strong org image: manage the evidence, including the physical
environment of the service facility, the appearance of employees, and tangible items
assoc. with the company
4. Engaging in post purchase communication: follow up activities
Price Strategy
 Define the unit of service consumption
 Determine if multiple elements are “bundled” or priced separately
Pricing Objectives
1. Revenue oriented pricing: focuses on maximizing the surplus of income over costs
2. Operations oriented pricing: match supply and demand by varying prices
3. Patronage oriented pricing: maximize the number of customers using the service
Chapter 8: Marketing Research
Marketing Decision Support Systems and Database Marketing
 Marketing info: everyday info about developments in the marketing environment
that managers use to prepare and adjust marketing plans
 Decision support system: an interactive, flexible, computerized info system that
enables managers to obtain and manipulate info as they are making decisions
 Database marketing: the creation of large computerized file of customers’ and
potential customer’ profiles and purchase patterns
The Role of Marketing Research
 Descriptive: gathering and presenting factual statements
 Diagnostic: explaining data
 Predictive: address’ what if questions
The Marketing Research Process
Secondary Data: data previously collected for any purpose other than the one at hand
Advantages of Secondary Data
 Saves time and money if on target
 Aids in determining direction for primary data collection
 Pinpoints the kinds of people to approach

Serves as a basis of comparison
for other data
Disadvantages of Secondary Data
 May not give adequate detailed information
 May not be on target with the research problem
 Quality and accuracy of data may pose a problem
Primary Data: info that is collected for the 1st time; are used for solving the particular
problem under investigation
Advantages of Primary Data
 Answers a specific research question
 Data are current
 Source of data is known
 Secrecy can be maintained
Disadvantages of Primary Data
 Expensive
 “Piggybacking” may confuse respondents
 Quality declines if interviews are lengthy
 Reluctance to participate in lengthy interviews
Three Basic Marketing Research Methods
1. Survey Research
2. Observation Research
3. Experimental Research
Survey Research: the most popular technique for gathering primary data, in which a
researcher interacts w/ ppl to obtain facts, opinions, and attitudes
Forms of Survey Research
 In home personal interviews: expensive, high quality info
 Mall intercept interviews: interviewing ppl in the common areas of shopping malls
 Telephone interviews: cost little, but many ppl won’t participate
 Mail surveys: low cost, elimination of interviewers, low response rates
 Executive interviews: a type of survey that involves interviewing business ppl at
their office
 Focus group: 7 to 10 ppl who participate in a group discussion led by a moderator
Questionnaire Design
 Open-ended question: encourages an answer phrased in respondents own words
 Closed-ended question: asks the respondent to make a selection from a limited list
of responses
 Scaled-response question: a closed ended question designed to measure the
intensity of a respondents answer
Observation Research: a research method that relies on four types of observation: ppl
watching ppl, ppl watching activity, machines watching ppl, and machines watching activity
 Mystery shoppers: researchers posing as customers who gather observational data
about a store
Experimental Research
Sampling Procedure
 Universe: the population from which a sample will be drawn
 Sample: subset from a larger pop
 Probability Sample: a sample in which every element in the pop has a known
statistical likelihood of being selected
 Non-probability sample: any sample in which little or no attempt is made to get a
representative cross section of the sample
Types of Samples
Competitive Intelligence: an intelligence system that helps managers assess their
competition and vendors in order to become more efficient and effective competitors
Chapter 12: Marketing Channels
Marketing Channels:
 A set of interdependent organizations that ease the transfer of ownership as
products move from producer to business user or consumer.
Marketing Channel Functions
 Specialization and Division of Labor
 Overcoming Discrepancies
 Providing Contact Efficiency
Overcoming Discrepancies
 Quantity
 Assortment
 Temporal
 Spatial
Channel Intermediaries
 Retailer
 Merchant Wholesaler
 Agent and Brokers

Channel Functions Performed by Intermediaries
 Transactional
 Logistical
 Facilitating
Channels for Consumer Products - direct, retailer, wholesaler, agent/broker
Levels of Distribution Intensity
 Intensive
 Selective
 Exclusive
Channel Power, Control, and Leadership
Channel Conflict and Partnering
Chapter 13: Retailing
The Role of Retailing
The Retailing Mix
Nonstore Retailing Techniques
Review Guide for Exam 3
Chapter 14: Integrated Marketing Communications
Integrated Marketing Communications
The careful coordination of all promotional messages to assure the consistency of
messages at every contact point where a company meets the consumer.
The Promotional Mix
Combination of promotion tools used to reach the target market and fulfill the
organization’s overall goals.




Adverstising
Public Relations
Sales Promotion
Personal Selling
Advertising Media
Traditional Advertising Media
 Television
 Radio
 Newspapers
 Magazines
 Books
 Direct mail
 Billboards
 Transit cards
New Advertising Media





Internet
Banner ads
Viral marketing
E- mail
Interactive video
Advertising – advantages/disadvantages
Advantages
 Reach large number of people
 Low cost per contact
 Can be micro-targeted
Disadvantages
 Total cost is high
 National reach is expensive for small companies
Public Relations
The marketing function that evaluates public attitudes, identifies areas within the
organization that the public may be interested in, and executes a program of action
to earn public understanding and acceptance.
Function of Public Relations





Maintain a positive image
Educate the public about the company’s objectives
Introduce new products
Support the sales effort
Generate favorable publicity
Sales Promotion - what it is and who it can be targeted to (consumers, company employees,
trade customers)
Marketing activities—other than personal selling, advertising, and public relations—
that stimulate consumer buying and dealer effectiveness.
End Consumers
 Free Samples
 Contests
Company Employees
 Premiums
 Trade Shows
Trade Customers


Vacation Giveaways
Coupons
Personal Selling
Planned presentation to one or more prospective buyers for the purpose of making a
sale.
The Communication Process
Characteristics of the Elements of the Promotional Mix – communication mode, feedback
amount, message flow direction
The AIDA Concept
Model that outlines the process for achieving promotional goals in terms of stages of
consumer involvement with the message.
Usefulness of elements of the promotional mix in each
Factors Affecting Choice of Promotional Mix


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Nature of the Product
Stage in PLC
Target Market Factors
Type of buying decision
Promotion funds
Push or pull strategy
Push vs. Pull Strategies
Chapter 15: Advertising and Public Relations
Advertising Response Function
Major Types of Advertising – institutional and product and uses
Institutional Advertising


Enhances a company’s image rather than promotes a
particular product.
Touts the benefits of a specific good or service.
Creative Decisions in Advertising – what it is and the steps
A series of related advertisements focusing on a common theme, slogan, and set of
advertising appeals.




Identify product benefits
Develop and evaluate advertising appeals
Execute the message
Evaluate the campaign’s effectiveness
Identify Product Benefits
Attribute

“Powerade’s new line has been reformulated to combine the scientific benefits
of sports drinks with
B vitamins and to speed up energy metabolism.”
Benefit

“So, you’ll satisfy your thirst with a great-tasting drink that will power you
throughout the day.”
Major Advertising Media – key advantages and disadvantages of each

Newspapers
Advantages
o Geographic selectivity
o Short-term advertiser commitments
o News value and immediacy
o Year-round readership
o High individual market coverage
o Co-op and local tie-in availability
o Short lead time
Disadvantages


o Limited demographic selectivity
o Limited color
o Low pass-along rate
o May be expensive
Cooperative Advertising
An arrangement in which the manufacturer and the retailer split the costs of
advertising the manufacturer’s brand.
Magazines
Advantages
o Good reproduction
o Demographic selectivity
o Regional/local selectivity
o Long advertising life
o High pass-along rate
Disadvantages

o Long-term advertiser commitments
o Slow audience build-up
o Limited demonstration capabilities
o Lack of urgency
o Long lead time
Radio
Advantages
o
o
o
o
Low cost
Immediacy of message
Short notice scheduling
No seasonal audience change
o Highly portable
o Short-term advertiser commitments
o Entertainment carryover
Disadvantages

o No visual treatment
o Short advertising life
o High frequency to generate comprehension and retention
o Background distractions
o Commercial clutter
Television
Advantages
o Wide, diverse audience
o Low cost per thousand
o Creative opportunities for demonstration
o Immediacy of messages
o Entertainment carryover
o Demographic selectivity with cable
Disadvantages

o Short life of message
o Consumer skepticism
o High campaign cost
o Little demographic selectivity with stations
o Long-term advertiser commitments
o Long lead times for production
o Commercial clutter
Outdoor Media
Advantages
o Repetition
o Moderate cost
o Flexibility
o Geographic selectivity
Disadvantages

o Short message
o Lack of demographic selectivity
o High “noise” level
Internet
Advantages
o Fast growing
o Ability to reach narrow target audience
o Short lead time
o Moderate cost
Disadvantages

o Difficult to measure ad effectiveness and ROI
o Ad exposure relies on “click through” from banner ads
o Not all consumers have access to Internet
Alternative Media
o Shopping Carts
o Computer Screen Savers
o DVD’s
o Interactive Kiosks
o Ads in movies
o Advertainments
o Floor Ads
o Subway Tunnel Ads
o Video Game Ads
o Cell Phone Ads
Media Scheduling




Continuous
o Advertising is run steadily throughout the period.
Flighted
o Advertising is run heavily every other month or every two weeks.
Pulsing
o Advertising combines continuous scheduling with flighting.
Seasonal
o Advertising is run only when the product is likely to be used.
Public Relations Tools

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New product publicity
Product placement
Consumer education
Event sponsorship
Issue sponsorship
Chapter 16: Sales Promotion
Sales Promotion – what it is and who it can be directed to
Marketing communication activities, other than advertising, personal selling, and
public relations, in which a short-term incentive motivates a purchase.
Objectives of Sales Promotion – for loyal customers, competitor’s customers, brand
switchers, price buyers
Tools for Consumer Sales Promotion


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
Coupons
o A certificate that entitles consumers to an immediate price reduction.
Premiums
o An extra item offered to the consumer, usually in exchange for some
proof of purchase.
Loyalty marketing programs
o A promotional program designed to build long-term, mutually
beneficial relationships between a company and key customers.
Contests and sweepstakes
o Promotions that require skill or ability to compete for prizes.
o Promotions that depend on chance or luck, with free participation.
Sampling

o A promotional program that allows the consumer the opportunity to try
a product or service for free.
Point-of-purchase promotion
o Build traffic
o Advertise the product
o Induce impulse buying
Trade Sales Promotion






Trade Allowance
o A price reduction offered by manufacturers to intermediaries, such as
wholesalers and retailers.
Push Money
o Money offered to channel intermediaries to encourage them to “push”
products--that is, to encourage other members of the channel to sell the
products.
Training
Free merchandise
Store demonstration
Conventions and trade shows
Personal Selling - when more important
Personal Selling is important if…
o Product has a high value
o Product is custom made
o There are few customers
o Product is technically complex
o Customers are concentrated
Advertising and Sales Promotion are important if…
o
o
o
o
o
Product has a low value
Product is standardized
There are many customers
Product is simple to understand
Customers are geographically dispersed
Chapter 17: Pricing Concepts
The Importance of Price – revenue vs. cost/give component of consumer value

To the seller...
Price is revenue
 To the consumer...
Price is the cost of something
 Price allocates resources
in a free-market economy
Pricing Considerations




Sales/Profit Desired
Cost
Competition
Customer willingness to pay
Pricing Objectives



Profit-Oriented
Sales-Oriented
Status Quo
Profit-Oriented Pricing Objectives


Profit Maximization
o Setting prices so that total revenue is as large as possible relative to
total costs.
Return on Investment – know how to calculate – ROI = Net Profits/Total Assets
o Net profit after taxes divided by total assets.
o ROI = Net Profit after taxes
Total assets
Sales-Oriented Pricing Objectives

Market Share
o A company’s product sales as a percentage of total sales for that
industry.

Sales Maximization
o Short-term objective to maximize sales
o Ignores profits, competition, and the marketing environment
o May be used to sell off excess inventory
Status Quo Pricing Objectives


Maintain existing pricing practice
Match competitor’s prices
Elasticity of Demand



Elastic Demand
o Consumers buy more or less of a product when the price changes.
Inelastic Demand
o An increase or decrease in price will not significantly affect demand.
Unitary Elasticity
o An increase in sales exactly offsets a decrease in prices,
and revenue is unchanged
Factors that Affect Elasticity of Demand





availability of substitutes
price relative to purchasing power
product durability
products other uses
rate of inflation
Cost Determinants of Price


Markup Pricing
o The cost of buying the product from the producer plus amounts for
profit and for expenses not otherwise accounted for.
Keystoning
o The practice of marking up prices by 100%, or doubling the cost.
Break-even Quantity – know how to calculate
Break-Even = Total Fixed Cost / Fixed Cost Contribution
Quantity
Other Determinants of Price





Stages in the Product Life Cycle
Competition
Distribution strategy
Promotion Strategy
Perceived quality
Chapter 18: Setting the Right Price
Price Skimming – when used
Penetration Pricing – advantages
Advantages
o Discourages or blocks competition from market entry
o Boosts sales and provides large profit increases
o Can justify production expansion
Disadvantages
o Requires gear up for mass production
o Selling large volumes at low prices
o Strategy to gain market share may fail
Status Quo Pricing – advantages and disadvantage
Advantages
o Simplicity
o Safest route to long-term survival for small firms
Disadvantages
o Strategy may ignore demand and/or cost
The Legality and Ethics of Price Strategy



Unfair Trade Practices
o Laws that prohibit wholesalers and retailers from selling below cost.
Price Fixing
o An agreement between two or more firms on the price they will charge
for a product.
Price Discrimination

Predatory Pricing
o The practice of charging a very low price for a product with the intent of
driving competitors out of business or out of a market.
Tactics for Fine-Tuning the Base Price



Discounts – only quantity and cash
Geographic pricing
Special pricing tactics – only leader pricing, odd-even pricing