Marketing Ch.1
Terms
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- e-marketers
- marketers who use e-commerce in their strategies
- marketing
- an orgainzational fuction and a set of processes for creating, communicating and elivering value to customers and for managing customer relationships in ways that benfit the organization and its stakeholders
- stakeholders
- buyers, slellers, investors in a company, community residents, and even citizens of the nations where goods and services are make or sold- in other words any person or orgaization that has a "stake" in the outcomers
- consumer
- the ultimate user of a good or service
- marketing concept
- a management orientation that focuses on identifying and satisfying consumer needs to ensure the organization's long term profitablity
- need
- the recognition of any diffence b/w a consumer's actual state and some ideal or desired state
- want
- the desire to stisfy needs in specific ways that are cultually and socially influenced
- benifit
- the outcome sought by a customer that motivates buying behavior- that satisflies a need or want
- demand
- customers' desire for products coupled with the resources to obtain them
- utility
- the usefulness or benefit consumers receive from a product
- exchange
- the process by which some transfer of value occurs b/w a buyer and a seller
- popular culture
- the music, movies, sports, books, clebrites, andoher forms of entertainment consumed by the mass market
- myths
- sotries containing symbolic elements that express the shared emotions and ideals of a culture
- consumer goods
- the goods purchased by individual consumers for personal or family use
- services
- intangible products that are exchanged directly from the producer to the customer