Chapter 1 MKTG 3104
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This 2 page Class Notes was uploaded by Abby Butterfield on Wednesday March 16, 2016. The Class Notes belongs to MKTG 3104 at Virginia Polytechnic Institute and State University taught by Donna Wertalik in Spring 2016. Since its upload, it has received 47 views. For similar materials see Marketing Management in Marketing at Virginia Polytechnic Institute and State University.
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Date Created: 03/16/16
Chapter One Overview Share of Voice SOV Unique Selling Proposition USP Test of time Crossing over between expectation and expenence Point of Passion POP Point of Pain POP Red Mango case study Gluten free Fresh ingredients quotOrganizational unction and a set of processes for creating capturing communicating and delivering value to customers and for managing customer relationships in ways that bene t the organization and its stakeholdersquot Steve Jobs think about the value making a creative disruption more about the experience created by a product than the product itself Marketing helps us understand value helps us satisfy customer needs and wants entails an exchange Communicationdelivery customersconsumersbuyers moneyinformation goodsservices producerssellers product price place and promotion back of mind not relevant now SAVE Solution Access SolutionService orientation Opposed to product orientation Access Over Place Ease of internet Value Over price Education Over promotion happens by individuals and organizations 323 Business to business Car parts to manufacturer PP N PP N B2C Business to consumer Auto shop C2C Consumer to consumer eBay occurs in many settings Stakeholders society customers employees supply chain Tesco quotmake busy people s lives easierquot value Supermarket who has virtual stores in transportation hubs Consider customers needs of busyness stress Find solution of virtual stores How do rms become value driven Sharing information business to consumer to consumer Between tribes subgroupscharacters of people Balancing bene ts with costs Building relationships with customers Social and Mobile Marketing 46 of internet users worldwide interact with social media on a daily basis 77 of world s population subscribes to mobile services People are more likely to complain on social media What kind of following would come from positive attention Importance Entrepreneural Expands global presence Enriches society Pervasive across channel members Raw material Manufacturer Retailer Consumer