1. Attract new customers by promising superior value.
2. Keep and grow current customers by delivering satisfaction.
What is the new view of marketing? (3 words)
Wants, Buying Power
Needs and wants can be fulfilled through a _____________ ____________.
A _____________ _______________ is the set of benefits a business promises to deliver to consumers to satisfy their needs.
Selecting a group of customers to "cultivate" is known as _____________.
Sales and Advertising are part of Marketing. But they are only part of promotion, which is just one part of the marketing mix.
What are the four components of the "New Marketing Landscape"?
1. Rapid Globalization
2. Ethics and Social Responsibility
3. The Digital Age
4. Not-for-Profit Marketing
_____________ ______________ is the process of developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marketing opportunities.
A Company Objective should be _____________ and ______________.
According to the Growth-Share Matrix, a low growth/high share SBU(Strategic Business Unit) is known as a what?
The _____________ _____________ is the set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market.
1. The company
3. Marketing Intermediaries
_________________ are groups that have an interest in or impact on an organization's ability to achieve its objectives.
Economic forces are part of the macroenvironment
Which U.S. Generation is the largest?
True or False: There has been increased marketing to Gay and Lesbian consumers.
drives the economy.
SC Johnson's "Go Green" advertisements are examples of ________________ _______________ ________________.
________________ ________________ is the measure of performance relative to expectation.
2. Desired Consequences
3. End States (Goals)
A ______________-_____________-_____________ firm has a "Customer Value Culture", is continuously learning about customers, is commited to innovation, and organizes everything it does around deliver Customer Value.