This website uses cookies to ensure you have the best experience. Learn more


2756 words - 12 pages

Marketing is about identifying and meeting human and social needs. One of the shortest good definitions of marketing is “ meeting needs profitably.”
The production concepts, one of the oldest concepts in business, holds that consumers prefer products that are widely available and inexpensive. Managers of production– oriented businesses concentrate on achieving high production efficiency, low costs, and mass distribution. This orientation makes sense in developing countries such as China, where ...view middle of the document...

The marketing concept emerged in the mid 1950s as a customer– centered, sense– and– respond philosophy. The job is to find not the right customers for your products, but the right products for your customers. The marketing concept holds that the key to achieving organizational goals is being more effective than competitors in creating, delivering, and communicating superior customer value to your target markets. Harvard’s Theodore Levitt drew a perceptive contrast between the selling and marketing concepts: Selling focuses on the needs of the seller; marketing on the needs of the buyer. Selling is preoccupied with the seller’s need to convert his product into cash; marketing with the idea of satisfying the needs of the customer by means of the product and the whole cluster of things associated with creating, delivering, and finally consuming it. 20 Several scholars found that companies embracing the marketing concept at that time achieved superior performance.
Product, Price, Place, Promotion

With holistic marketing as a backdrop, we can identify a specific set of tasks that make up successful marketing management and marketing leadership.
* Developing marketing strategies and plans. The first task is to identify the organization’s long– run opportunities, given its market experience and core competencies. Chapter 2 discusses this process in some detail.
* Capturing marketing insights. Marketers must closely monitor the marketing environment to continually assess market potential and forecast demand. Chapter 3 looks at marketing information and research, market demand, and the marketing environment.
* Connecting with customers. The firm must determine how to best create value for its chosen target markets and develop strong, profitable, long– term relationships with customers, as discussed in Chapter 4. Chapters 5 and 6 explore the analysis of consumer and business markets. Next, marketers must divide the market into major market segments, evaluate each one, and target those it can best serve, as explained in Chapter 7.
* Building strong brands. Marketers need to understand how customers perceive their brands’ strengths and weaknesses, the subject of Chapter 8. In addition, they must develop a positioning strategy and plan ways of dealing with the competition, as discussed in Chapter 9.
* Shaping the market offerings. At the heart of the marketing program is the product— the firm’s tangible offering to the market, which includes the product quality, design, features, and packaging, all explored in Chapter 10. Chapter 11 explains how firms can market services, and Chapter 12 examines critical marketing decisions related to pricing.
* Delivering value. How can the firm deliver value to its target market? Chapter 13 discusses channel activities needed to make the product offering accessible and...

Other assignments on Assignment

Assignment # 1

278 words - 2 pages Assignment #1 Part A: 1. What are the major differences between pure play e-commerce and bricks-and-clicks operations? What are the benefits and limitations of each? A pure play operation is only online, and there is no physical interaction between the company and the customer. This could be considered a limitation as some consumers rely on physical interaction. A benefit for a pure play operation is that there is online deals, and a

Statistics Assignment

1044 words - 5 pages , email your instructor immediately—don't worry if you think you will find the answer 1 minute after sending the email—just send the email.  Tasks 19-21 refer to the information in the file. Submitting the Assignment For the assignment you should complete the following tasks. Tasks 1-8 refer to the sequence of 17 data values presented above, Tasks 9-18 refer to the random variable and Tasks 19-XXX21 refer to the information of a population of

Lab Assignment

430 words - 2 pages Lab Assignment No. 5 Topic: Inheritance Instructions: Write a program called bookstore.cpp that can read information of book, CDMusic, and DVDMovie from keyboard and then display all the information by its type: book, CDMusic, and DVDMovie. Specifications: Create a base class called Publication. The Publication class contains two member data: * title as an array of characters * price as float It also contains two member

Assignment 5

439 words - 2 pages Universiteit van Amsterdam Business School Intermediate Financial Accounting 7139 Topic Case study Assignment 5 Due date: Friday 12th March 2010 ➢ Hand-in via the Digital Dropbox (Blackboard, Tools) ➢ Maximum of 4 students in a group ➢ Make sure that all assignments include names, student numbers and date of lecture ➢ The bonus of five points is earned when five of six assignments received a ‘pass’ grade

Assignment 1

378 words - 2 pages Shannon Clarett HCA 498 8 Mar 15 Assignment 1 P 32 #4 When it comes to the framework of public health, this was a year-long information gathering phase with the Evaluation Working Group and representatives throughout the CDC (, 2015). When it comes to the framework that was contributed to the public health pyramid that was presented within the text, they sort of mirror each other in a way that both programs are dealing with

Sociology Assignment

500 words - 2 pages Session One Assignment Part A What is sociology? Sociology is the study, using scientific method, of human group behavior. This can be analyzed in for both positive and negative behaviors. Why are people so confused about sociology? Sociology is confusing because it portrays to be science in may different ways, including the use of scientific method. However, it is considered an art as much as a science because it varies and is

Individual Assignment

650 words - 3 pages Jie Chai (Jessie) MACC-663-OL1 Paul Zikmund Due Date: Sep.15th Individual assignment 2 “The Fraud Triangle is a model for explaining the factors that cause someone to commit occupational fraud”; it is widely used within business companies. It consists of three components that, together, lead to fraudulent behavior. Those three factors that must be present at the same time in order for an ordinary person to commit fraud: pressure

Assignment 1

1208 words - 5 pages Assignment 1 Assignment 1 HRM530 Date: April 22, 2012 1. Describe your approach to this new client in terms of relying upon knowledge you have gained working with other similar situations. South Korean business would be the choice of a new client. In order to effectively adhere to their needs the choice of approach would be the regiocentric staffing approach. This approach will allow us to have an understanding of HRM policies that are

Dishwasher Assignment

1780 words - 8 pages Finance Assignment Submitted by, Ukiwo Anya Vipin Sekar Chandrasekar Date : November 6, 2015 A Summary of the Economist Article: Reinventing the Company (October 24, 2015) The article talks about the rise of startups and the way they are changing how business is done and what it means to be a company. They are referred to as disrupters or insurgent companies. It illustrates this fact

Marketing Assignment

896 words - 4 pages FORDHAM UNIVERSITY Global Financial Markets Assignment 1, Due 2/20/2014 N. K. Chidambaran MULTIPLE CHOICE QUESTIONS: From the four choices given, select one that is the best answer to the question. 1. Which of the following statements is TRUE about FDIC deposit insurance? a) Insures the deposits of the bank against bank defaults and thereby has lead to banks making risky loans. b) Insures the deposits of the bank against banks going bankrupt

Assignment 1

1199 words - 5 pages Assignment 1 HRM530 Date: April 22, 2012 Describe your approach to this new client in terms of relying upon knowledge you have gained working with other similar situations. South Korean business would be the choice of a new client. In order to effectively adhere to their needs the choice of approach would be the regiocentric staffing approach. This approach will allow us to have an understanding of HRM policies that are given across all

Similar Documents


626 words - 3 pages FACULTY OF EDUCATION AND LANGUAGES OUMH1303: ENGLISH FOR ORAL COMMUNICATION SEMESTER : JANUARY 2010 COURSE ASSIGNMENT (35%) INSTRUCTIONS 1. The assignment would be evaluated on the basis of the accuracy of the answers given and the credibility of the supporting arguments, data and references. 2. Type your assignment using “Times New Roman”, font size 12 with 1.5 line spacing on A4 size paper. Your assignment must be submitted to


523 words - 3 pages Camelback Assignment Executive summary and statement of the problem CCI implements different approaches to get 40% mark on for its four different products. During first cycle product A could not get minimum 25% mark up and due to that it became discontinue. After first cycle, CCI will charge $43 for product B, $78.498 for product C and $50 for product D. When it continues the same approach, product C's Mark up level is 6.12

Value Assignment

313 words - 2 pages Value Assignment BUS/475 Professor Heike Soeffker-Culicerto Value Assignment Alignment Between the Stated values and Plan RRI Energy Inc., or currently known as GeoOn, Energy, Inc is a Fortune 500 index company and a pioneer in developing cleaner and smarter energy. Like most companies in this position, RRI Energy has remained true to their core values, which has provided the foundation for their business decisions. RRI uses an

Css Assignment

504 words - 3 pages CSS Assignment Question1 Download the assignment files from class web-site. You will find HTML file and screen-capture images. Look at the HTML code which you downloaded. Write CSS to decorate the HTML code according to the conditions below, so the HTML will looks like the screen-capture images. <Conditions> 1. Write CSS code as an external file. 2. Use CSS to design the page. Don’t use HTML to decorate it. 3. You are