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Questions and Answers
According to Theodore Levitt, what is the primary purpose of a business?
According to Theodore Levitt, what is the primary purpose of a business?
- To provide superior products
- To enhance employee satisfaction
- To get and keep a customer (correct)
- To maximize profits for shareholders
Which of the following describes the fundamental functions of marketing according to Peter Drucker?
Which of the following describes the fundamental functions of marketing according to Peter Drucker?
- Market research and product development
- Selling more products and improving service
- Attracting customers and reducing costs
- Marketing and innovation (correct)
What grading range corresponds to a 'satisfactory' performance on exams?
What grading range corresponds to a 'satisfactory' performance on exams?
- 50.00 – 54.99 %
- 70.00 – 84.99 %
- 55.00 – 69.99 % (correct)
- 85.00 – 100 %
What is NOT included in the marketing process objectives listed?
What is NOT included in the marketing process objectives listed?
What does the term 'old sense' of marketing refer to?
What does the term 'old sense' of marketing refer to?
In the grading system, what percentage range indicates an 'excellent' grade?
In the grading system, what percentage range indicates an 'excellent' grade?
What does capturing customer value primarily focus on?
What does capturing customer value primarily focus on?
Which resource is NOT listed in the course materials mentioned?
Which resource is NOT listed in the course materials mentioned?
What is the focus of the production concept in marketing?
What is the focus of the production concept in marketing?
What risk is associated with the production concept?
What risk is associated with the production concept?
Which concept suggests that consumers will not buy enough products without a strong promotion effort?
Which concept suggests that consumers will not buy enough products without a strong promotion effort?
Which of the following best describes the product concept?
Which of the following best describes the product concept?
What is a potential consequence of applying the selling concept?
What is a potential consequence of applying the selling concept?
What is a risk associated with the product concept?
What is a risk associated with the product concept?
In which marketing concept is the belief that consumers prefer products that are available and affordable predominant?
In which marketing concept is the belief that consumers prefer products that are available and affordable predominant?
Which of the following reflects the main principle of the product concept?
Which of the following reflects the main principle of the product concept?
What is the primary focus of marketing as defined in the content?
What is the primary focus of marketing as defined in the content?
Which of the following defines 'needs' according to the content?
Which of the following defines 'needs' according to the content?
What distinguishes 'demands' from 'wants'?
What distinguishes 'demands' from 'wants'?
Which statement best describes the concept of market offerings?
Which statement best describes the concept of market offerings?
In the context of understanding the marketplace, which of the following is NOT mentioned as a crucial aspect?
In the context of understanding the marketplace, which of the following is NOT mentioned as a crucial aspect?
What is the first step in the marketing process?
What is the first step in the marketing process?
How can consumers be categorized according to their behavior in the market?
How can consumers be categorized according to their behavior in the market?
What does the term 'market' refer to in the content?
What does the term 'market' refer to in the content?
What is the minimum score a student must achieve in Midterm 2 to be eligible for the examination?
What is the minimum score a student must achieve in Midterm 2 to be eligible for the examination?
If a student rejects their offered grade, what can they do to complete the course?
If a student rejects their offered grade, what can they do to complete the course?
What percentage corresponds to a satisfactory evaluation in the grading system?
What percentage corresponds to a satisfactory evaluation in the grading system?
What is the primary focus of the marketing concept?
What is the primary focus of the marketing concept?
What does the societal marketing concept take into consideration?
What does the societal marketing concept take into consideration?
What is the date of Midterm 3?
What is the date of Midterm 3?
Which of the following best describes the 'value proposition' in designing a marketing strategy?
Which of the following best describes the 'value proposition' in designing a marketing strategy?
Extra points obtained during the teaching period contribute to which aspect of the grading?
Extra points obtained during the teaching period contribute to which aspect of the grading?
Which two key questions must a marketing manager answer when designing a marketing strategy?
Which two key questions must a marketing manager answer when designing a marketing strategy?
What is a key characteristic of the marketing concept?
What is a key characteristic of the marketing concept?
What does the 'outside-in' perspective in designing a marketing strategy refer to?
What does the 'outside-in' perspective in designing a marketing strategy refer to?
Why is segmenting an essential step in the marketing strategy process?
Why is segmenting an essential step in the marketing strategy process?
What does sustainable marketing emphasize within the societal marketing concept?
What does sustainable marketing emphasize within the societal marketing concept?
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Study Notes
Exam Information
- Exams are based on textbooks, lectures, and seminars.
- Grade limits:
- 50.00 – 54.99%: sufficient (2)
- 55.00 – 69.99%: satisfactory (3)
- 70.00 – 84.99%: good (4)
- 85.00 – 100%: excellent (5)
Course Resources
- Primary textbook: Kotler - Armstrong, "Principles of Marketing," Pearson, 2017.
- Supplementary Hungarian textbook: Kotler-Keller, "Marketingmenedzsment," Akadémiai Kiadó, 2012.
- Online resources: Lecture slides and video recordings available on Moodle.
Marketing Overview
- Marketing involves understanding marketplace and customer needs, designing value-driven strategies, and managing customer relationships.
- Key quotations:
- Theodore Levitt: Emphasizes business purpose as acquiring and retaining customers.
- Peter Drucker: Views business functions as marketing and innovation, aiming to make selling unnecessary.
Definition of Marketing
- Old Sense: Focus on "telling and selling."
- New Sense: Centered on "satisfying customer needs."
- Marketing is building strong relationships and capturing customer value through value creation.
Understanding the Marketplace and Customer Needs
- Marketplace consists of actual and potential buyers.
- Consumer behavior includes searching for products, interacting with companies, and making purchases.
- Key terms:
- Needs: Basic human requirements essential for life (e.g., food).
- Wants: Culturally influenced preferences (e.g., desire for pizza).
- Demands: Wants that are backed by buying power.
Market Offerings
- Market offerings combine products, services, information, or experiences aimed at satisfying needs or wants.
Marketing Concepts
- Production Concept: Focus on high availability and affordability leading to possible marketing myopia.
- Product Concept: Emphasis on superior quality and performance with continuous improvement risks.
- Selling Concept: Relies on large-scale selling efforts; effective for unsought goods but short-term focused.
- Marketing Concept: Understanding and fulfilling target market needs better than competitors.
- Societal Marketing Concept: Balances consumer wants, company requirements, and societal interests, promoting sustainable practices.
Designing a Value-Driven Marketing Strategy
- Critical considerations in strategy design include:
- Identifying target market segments.
- Crafting a value proposition that differentiates the offering.
- Incorporating a customer-centric approach.
Integrated Marketing Program
- Constructing a cohesive marketing strategy involves aligning various marketing elements to effectively serve chosen customer segments.
Assessment and Midterm Information
- Midterm tests scheduled on key dates throughout the semester:
- Test 1: October 7
- Test 2: November 13
- Test 3: December 11
- Eligibility for examination requires achieving at least 30 points or 50% on Midterm 2.
- Extra points available during the teaching period, counting towards offered grades but not towards exam points.
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