International
Marketing
Marketing Concept
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Management process
Identify
Anticipate
Satisfy
Customer Requirements
Profitably
Marketing Concept
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Nonprofits, governments
Target audience
Financially sustainable
Marketing Concept
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Who is the customer
Who is the target audience
Needs
Maslow
Wants
Extraneous pressures - culture, social, peer
Marketing Concept
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Perceptions
Desires
Inform
Influence
Marketing Concept
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Position to buy
Ability to do so
plus Want
Demand
Size of market
Volume of demand
Marketing Concept
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Know your customers
Know your noncustomers
Market research
4 Tenets of the Marketing Concept
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Well defined market
Focus on customer needs
Coordination of marketing activities
Profitability
Market orientation
Beyond customer satisfaction
Marketing Orientation
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Internal Marketing
Concentric circles
Precedes external marketing
“We consider it a sacking offence to promise
something you can not deliver”
React and adapt to market changes
Marketing Orientation
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Forward planning
Mesh aims and resources with changing
market opportunities
Analyze business situations
Define opportunities
Develop plans
Implement
Marketing Orientation
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Strategic
Strategies
Goals
Objectives
Marketing Orientation
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Competition
Unique selling point
Core benefit
Marketing Concept
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Utility
Value
Satisfaction
Alignment of human wants and perceived
benefits
Marketing Concept
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Decision making process
Perceptions
Judgement
Preferences
Evaluation
Marketing Concept
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Exchange
Obtaining a desired product in exchange of
something
Transaction
Relationship marketing
Marketing Network
Marketing Concepts
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Market segmentation
Set of customers with enough common
characteristics and needs
Same marketing methods used effectively
Marketing Concepts
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Target Marketing
Market positioning
Distinguishing from other products
Meaningful differences
Distinctive competencies
Not incompetencies
In the eyes of the customer
Marketing Concepts
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Market entry
Credibility
International
Marketing Concepts
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Marketing Mix
Elements
4 Ps
Coordinate to greatest effect
Actualize Positioning to a Segment
Competition
Marketing Concepts
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Marketing Plan
Research
Customer feedback
Auditing techniques
Implementation of Marketing
Concepts
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Production efficiency
Supply Chain efficiency
Distribution efficiency
Pricing
Margins
Implementation of Marketing
Concepts
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Quality products
Reduce promotional costs
Stimulate demand
Customers forget
Competition tries
Implementation of Marketing
Concepts
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Information
Persuasion
Customer satisfaction
Customer delight
Superior service
Legal
Ethical
Implementation of Marketing
Concepts
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Information
Persuasion
Customer satisfaction
Customer delight
Superior service
Legal
Ethical
Implementation of Marketing
Concepts
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Figure 1.2
Analysis
Planning
Direction
Process
Marketing Process
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Figure 2.1
Continuous
Analytical
Combines long-term strategy
Short-term tactics
Coordinates
Marketing Process
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Mutual support of business aims
Maintain focus on customer
Strategic planning
to Marketing planning
Marketing Process
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Different stages of business performance
Adjust and change when necessary
Marketing Process
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Customer needs
Political
o Economic
o Cultural
o Social
o Psychological
o Technological
o Interaction of the above
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Marketing Process
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Consumer - end user
Customer - buyer
Specifier
Decision-making unit
Needs and wants
Implementing Marketing Concepts
Buying process
Figure 2.2
Types of purchase
- routine
- impulse
- high value
- low value
Marketing Process
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Need identification
Search
Evaluation
Purchase
may change due to situation
o promotion
o trial
o drift between intention and decision
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