Marketing in the Digital Era -
D373
1. Seven Ps of Marketing: Product, price, place, promotion, people, physical
dence,
process evi-
2. Marketing Mix: Product, Price, Place, Promotion (as well as people, process, and physical evidence)
- represents the controllable aspects of the marketer
3. Marketing Management: Planning, executing, and managing a variety of func- tions to deliver value to the
customer and the organization
4. Marketing is about creating : value
5. Value Exchange: Giving something of value in return for getting something of value
6. Marketing is a multifaceted discipline that involves and to devel- op
a brand and customer relationship that delivers to companies and customers.:
strategic planning / execution / value
7. Target Market: A segment of the market that may be identified by demographics, geographics, psychographics, or
behavior
8. Positioning: How a company creates a unique perception of its brand and differentiates the brand from its
competitors
9. Market Segments: Groups of customers based on characteristics, while chan- nels describe the way products are
sold to customers
10.Channel Conflict: Occurs when multiple channels sell a similar product
11.Brand's Value Proposition: Articulates to customers what value will be deliv- ered through the brands products,
services, and experiences to address customer wants and needs
12.Marketing Concepts: Describe how companies engage with customers to build a successful brand
- production concept, the product concept, the selling concept, the marketing con- cept, the social marketing concept,
and the holistic marketing concept
13.Brand Strategy: defines various brand elements for how a brand builds its identification with customers and
potential customers
14.Marketing Coordinator: 0-2 years of experience Help managers with
low-level tasks
15.Marketing Manager: 3-4 years of experience Manage projects
and products rather than people
, Marketing in the Digital Era -
D373
16.Marketing Director: 7-10 years of experience
Usually have direct reports and overall responsibilities for the people and products that are marketing within their
department
17.Vice President: 11-15 years of experience
Responsible for all the roles within the marketing department
- usually works with other departments to help define and meet company goals/ob- jectives
18.Cheif Marketing Officer (CMO): 20+ years of experience
Report to the CEO and are responsible for the ROI of the company marketing efforts
19.Production Concept: Based on the premise that a firm will succeed by making products that are readily available
and highly affordable
20.Product Concept: The idea that consumers will favor products that offer the most quality, performance, and
features; therefore, the organization should devote its energy to making continuous product improvements
21.Selling Concept: The idea that consumers will not buy enough of the firm's products unless the firm
undertakes a large-scale selling and promotion effort
- company is not concerned with customer needs and wants or maintaining a long-term relationship as much as
making the initial sale
22.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
- opposite of selling concept in that the needs of the customer are the most important
23.Societal Marketing Concept: The idea that a company's marketing deci- sions should consider consumers' wants,
the company's requirements, consumers' long-run interests, and society's long-run interests
- is this product good for the consumer and for society as a whole
24.Holistic Marketing Concept: Concerned with the business as a whole, recog- nizing that marketing impacts and
impacted by all departments within the business
25.Branding Concepts: 1. Perception
2. Positioning
3. Preference
4. Relevance
26.Brand Perception: How customers think about a brand
D373
1. Seven Ps of Marketing: Product, price, place, promotion, people, physical
dence,
process evi-
2. Marketing Mix: Product, Price, Place, Promotion (as well as people, process, and physical evidence)
- represents the controllable aspects of the marketer
3. Marketing Management: Planning, executing, and managing a variety of func- tions to deliver value to the
customer and the organization
4. Marketing is about creating : value
5. Value Exchange: Giving something of value in return for getting something of value
6. Marketing is a multifaceted discipline that involves and to devel- op
a brand and customer relationship that delivers to companies and customers.:
strategic planning / execution / value
7. Target Market: A segment of the market that may be identified by demographics, geographics, psychographics, or
behavior
8. Positioning: How a company creates a unique perception of its brand and differentiates the brand from its
competitors
9. Market Segments: Groups of customers based on characteristics, while chan- nels describe the way products are
sold to customers
10.Channel Conflict: Occurs when multiple channels sell a similar product
11.Brand's Value Proposition: Articulates to customers what value will be deliv- ered through the brands products,
services, and experiences to address customer wants and needs
12.Marketing Concepts: Describe how companies engage with customers to build a successful brand
- production concept, the product concept, the selling concept, the marketing con- cept, the social marketing concept,
and the holistic marketing concept
13.Brand Strategy: defines various brand elements for how a brand builds its identification with customers and
potential customers
14.Marketing Coordinator: 0-2 years of experience Help managers with
low-level tasks
15.Marketing Manager: 3-4 years of experience Manage projects
and products rather than people
, Marketing in the Digital Era -
D373
16.Marketing Director: 7-10 years of experience
Usually have direct reports and overall responsibilities for the people and products that are marketing within their
department
17.Vice President: 11-15 years of experience
Responsible for all the roles within the marketing department
- usually works with other departments to help define and meet company goals/ob- jectives
18.Cheif Marketing Officer (CMO): 20+ years of experience
Report to the CEO and are responsible for the ROI of the company marketing efforts
19.Production Concept: Based on the premise that a firm will succeed by making products that are readily available
and highly affordable
20.Product Concept: The idea that consumers will favor products that offer the most quality, performance, and
features; therefore, the organization should devote its energy to making continuous product improvements
21.Selling Concept: The idea that consumers will not buy enough of the firm's products unless the firm
undertakes a large-scale selling and promotion effort
- company is not concerned with customer needs and wants or maintaining a long-term relationship as much as
making the initial sale
22.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
- opposite of selling concept in that the needs of the customer are the most important
23.Societal Marketing Concept: The idea that a company's marketing deci- sions should consider consumers' wants,
the company's requirements, consumers' long-run interests, and society's long-run interests
- is this product good for the consumer and for society as a whole
24.Holistic Marketing Concept: Concerned with the business as a whole, recog- nizing that marketing impacts and
impacted by all departments within the business
25.Branding Concepts: 1. Perception
2. Positioning
3. Preference
4. Relevance
26.Brand Perception: How customers think about a brand
