Marketing Management Concepts

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Questions and Answers

What is meant by 'extended value' in marketing?

Limiting product life to reduce manufacturing costs

Maximizing profit margins at the expense of sustainability

A focus solely on consumer pricing

Integrating social and environmental factors into the organization's value proposition (correct)

Which of the following exemplifies 'offer life before its consumption' in extended value?

Repairing a product for continued use

Providing after-sales service to enhance product lifespan

Recycling a product at its end of life

Choosing sustainable sourcing for raw materials (correct)

Which factor is NOT considered in the integration of extended value principles?

Environmental impact of product disposal

Consumer demand trends (correct)

External costs of production

Social responsibility initiatives

How does 'offer life after its consumption' typically manifest?

Through waste management and recycling processes Signup and view all the answers

What does the objective value of an offer refer to?

The value designed by the organization Signup and view all the answers

How is perceived value different from objective value?

Perceived value considers consumer satisfaction Signup and view all the answers

What does an integrative strategy prioritize?

Embedding social and environmental issues at the core of organizational strategy Signup and view all the answers

Why is understanding externalities important in the context of extended value?

They can create added value by addressing societal effects Signup and view all the answers

Which of the following factors is NOT associated with perceived value?

Price elasticity Signup and view all the answers

Which stage of the product life cycle includes activities that add extended value?

All stages including pre-consumption, usage, and post-consumption Signup and view all the answers

What primarily influences re-purchase intention in consumers?

Perceived benefits from the product Signup and view all the answers

Which of the following statements is true regarding value propositions?

They must address both objective and perceived value Signup and view all the answers

What is a potential consumer benefit of integrating extended value into marketing strategies?

Increased awareness of the product's sustainability practices Signup and view all the answers

What role do associated services play in the context of perceived value?

They enhance consumer satisfaction Signup and view all the answers

Why is understanding perceived value essential for marketing managers?

It enhances the relevance of the marketing strategies Signup and view all the answers

What is the relationship between perceived benefits and consumer satisfaction?

Higher perceived benefits contribute to greater satisfaction Signup and view all the answers

What is a key consideration in modern marketing management?

Creating fair exchanges that benefit all stakeholders Signup and view all the answers

Which of the following best defines marketing management?

A coordinated approach to achieving organizational marketing objectives Signup and view all the answers

How should marketing practices consider future effects?

By evaluating potential impacts on stakeholders and society Signup and view all the answers

What approach should marketers take regarding tools used in marketing?

Employ tools responsibly to create value Signup and view all the answers

What is meant by 'sustainable development' in the context of marketing?

Ensuring marketing practices contribute positively to society Signup and view all the answers

Which of the following is NOT a focus area of marketing management?

Maximizing product pricing for profit Signup and view all the answers

What does the concept of 'exchanges' in marketing imply?

Exchanges should be fair and valuable for all parties involved Signup and view all the answers

What is a potential approach contrasting 'sustainable development' in marketing?

Degrowth focusing on reducing consumption Signup and view all the answers

Which of the following is NOT considered an environmental issue in the current context?

Food insecurity Signup and view all the answers

What is one of the regulations aimed at promoting green growth in France?

Egalim Law Signup and view all the answers

Which initiative was established to address global poverty and inequalities?

UN Sustainable Development Goals (SDGs) Signup and view all the answers

The anti-waste law in France is primarily aimed at promoting which economic concept?

Circular economy Signup and view all the answers

Which of the following is NOT a current discussion point in marketing management?

Consumer spending habits Signup and view all the answers

Which law was introduced to manage energy supply issues in France?

Energy transition legislation Signup and view all the answers

The term 'climate refugees' refers to what?

Persons forced to leave due to climate change effects Signup and view all the answers

Scarcity of what resource is identified as an environmental issue?

Energy supply Signup and view all the answers

What international agreement aims to combat climate change?

2015 Paris Agreement Signup and view all the answers

Which concept does 'biodiversity collapse' relate to?

Extinction of various species Signup and view all the answers

What characterizes a proactive strategy in corporate functions?

The brand and variations on the mix are mobilized Signup and view all the answers

Which of the following best describes a defensive strategy?

Scattered integration of issues into strategy and mix Signup and view all the answers

What is the primary risk associated with a defensive position in corporate strategy?

Greenwashing and socialwashing accusations Signup and view all the answers

Which of the following options reflects a minimum position concerning social and environmental issues?

Limiting actions to legal compliance only Signup and view all the answers

What does the process of diagnosing the situation in marketing management involve?

Understanding the market and company's strengths and weaknesses Signup and view all the answers

When setting objectives in marketing management, which levels are emphasized?

Economic, environmental, and social levels Signup and view all the answers

Which transformation exemplifies a market versus product approach?

Petroleum company diversifying into renewable energy Signup and view all the answers

What is a key aspect of the targeting and positioning process in marketing management?

Positioning brands based on their unique offerings Signup and view all the answers

What does redesign innovation focus on in the context of sustainable innovation?

Balancing extended value with consumer value during design Signup and view all the answers

Which of the following statements best describes the impact of reducing an offer's environmental footprint?

It may lead to new uses for the product. Signup and view all the answers

What year did Carapelli certify its first organic oil?

2010 Signup and view all the answers

In the sustainable innovation typology, which aspect is essential at the time of consumption?

Supporting new uses of the product Signup and view all the answers

What is a primary goal of extended value integration?

To enhance the user experience while considering sustainability Signup and view all the answers

Which of the following best reflects unchanged consumer uses and habits in sustainable innovation?

Maintaining traditional usage patterns Signup and view all the answers

What is considered a social impact addressed by ecosolutions?

Enhancing consumer awareness about sustainability Signup and view all the answers

Which innovation type primarily focuses on behavior change to promote sustainable practices?

Behavioral ecosolution Signup and view all the answers

What does the sustainable innovation process primarily aim to combine in its methodology?

Ecodesign and Sociodesign Signup and view all the answers

Which sustainable innovation typology focuses on altering consumer habits while keeping product features the same?

Behavioral ecosolution Signup and view all the answers

What is the primary outcome expected from the sustainable innovation result?

Sustainable offer creation Signup and view all the answers

In the context of sustainable innovation, what does optimization refer to?

Enhancing the efficiency of existing processes Signup and view all the answers

Which of the following best describes the relationship between ecodesign and sociodesign in sustainable innovation?

Ecodesign focuses solely on environmental factors, while sociodesign emphasizes social factors. Signup and view all the answers

Which of the following best illustrates marketing's alienating role?

It often leads to unnecessary purchases and waste. Signup and view all the answers

What effect does marketing’s transformative role primarily have on consumers?

It fosters a sense of community and inclusion. Signup and view all the answers

Which statement most accurately describes the critics' view of marketing?

It primarily serves corporate interests over consumer needs. Signup and view all the answers

What characterizes Product-Service Systems in comparison to traditional product sales?

Emphasis on a system of jointly delivered products and services Signup and view all the answers

What is a defining characteristic of usage-oriented services?

Multiple users can access the product without transferring ownership. Signup and view all the answers

What is a common criticism regarding the pricing strategy used in marketing?

It typically exceeds the real value of products. Signup and view all the answers

Which of the following best describes the shift in consumer preferences influencing servicization?

Combination of social, environmental, and economic concerns Signup and view all the answers

In the context of marketing’s role, what is meant by 'antimarketing'?

A strategy that reduces unnecessary consumerism. Signup and view all the answers

In a result-oriented service model, what is typically offered instead of a product?

A guarantee of a minimum acceptable outcome. Signup and view all the answers

What criticism is often leveled regarding the authenticity of marketing messages?

They often present messages that lack credibility. Signup and view all the answers

What is vital for sellers in a functional service model to maintain competitiveness?

Enhancing the Product-Service System for efficiency. Signup and view all the answers

What is an example of product-oriented services within servicization?

Maintenance and repair services for extending product life Signup and view all the answers

Which aspect does NOT typically enhance the competitive advantage of Product-Service Systems?

Focusing exclusively on profit generation Signup and view all the answers

What role does marketing play in relation to environmental concerns?

It often exacerbates issues like waste and environmental deterioration. Signup and view all the answers

How do firms implementing functional services seek to minimize costs?

Through innovative biological or ecological methods. Signup and view all the answers

What is the key concern for sellers when implementing a Product-Service System?

To optimize resource usage while achieving targeted outcomes. Signup and view all the answers

What is an essential component of usage-oriented services in servicization?

Support for optimizing product utilization Signup and view all the answers

How do marketing advocates perceive its role in relation to consumers?

It provides solutions to enhance consumer experiences. Signup and view all the answers

Which of the following differentiates result-oriented services in a functional economy?

Focusing on the outcomes rather than the products themselves Signup and view all the answers

In what way do successful Product-Service Systems address environmental concerns?

Through sustainable practices and reduced resource consumption Signup and view all the answers

How does the concept of servicization redefine consumer engagement?

By fostering ongoing relationships through combined products and services Signup and view all the answers

Which of the following actions is primarily addressed by the anti-waste law in France?

Promoting a circular economy Signup and view all the answers

Which international initiative specifically targets global poverty and inequalities?

UN Sustainable Development Goals (SDGs) Signup and view all the answers

What is the main focus of the Energy Transition Legislation for green growth in France?

Promoting energy efficiency and sustainable practices Signup and view all the answers

Which of the following best describes the impact of climate change within the social context?

A decrease in biodiversity levels Signup and view all the answers

What does the CSRD set to improve in European corporate reporting by 2024?

Sustainability and social responsibility disclosures Signup and view all the answers

In the context of increasing global poverty, which issue is particularly emphasized?

Food insecurity and working conditions Signup and view all the answers

What does the European Green Deal primarily aim to address?

Mitigation of climate change and environmental degradation Signup and view all the answers

Which of the following is a key consideration of the Egalim law in France?

Balanced trade relations in sustainable agriculture Signup and view all the answers

Which environmental issue is contributing to the phenomenon of climate refugees?

Scarcity of energy supply Signup and view all the answers

Which of the following best illustrates a primary risk associated with climate change debates?

Addressing both prevention and adaptation strategies Signup and view all the answers

Which of the following represents a threat within the macro-environment level of a SWOT analysis?

Economic downturn affecting consumer spending Signup and view all the answers

What type of impact is specifically associated with the socio-cultural environment in a SWOT analysis?

Changes in consumer preferences Signup and view all the answers

Which environmental factor contributes to the greenhouse effect?

Air quality control Signup and view all the answers

In the context of a micro-environment level analysis, which factor is considered an opportunity?

Emergence of new market segments Signup and view all the answers

Which of the following represents a potential negative impact on human health within the macro-environment?

Increasing levels of air pollution Signup and view all the answers

What is a significant factor in the 'Opportunities' section of a SWOT analysis related to the political/legal environment?

Stability in political relationships Signup and view all the answers

Which aspect is NOT typically evaluated within the environmental impacts of a SWOT analysis?

Consumer behavior trends Signup and view all the answers

What is a critical social impact associated with marketing practices?

Cultural heritage preservation Signup and view all the answers

Which of these elements is a part of the environmental impacts examined in the macro-environment?

Aquatic ecotoxicity Signup and view all the answers

Study Notes

Marketing Management Definition

Marketing management encompasses the coordinated marketing activities undertaken by organizations to achieve their goals.
These activities include:
- Studying target audiences' needs, desires, and aspirations.
- Developing products, services, or experiences.
- Distributing these offerings in commercial or non-commercial contexts.

Marketing Management Definition (Involving Fair Relationships)

Marketing management involves coordinating marketing activities to meet organizational objectives.
This includes:
- Understanding target audiences' needs, desires, and aspirations.
- Creating appropriate products, services, and experiences.
- Disseminating these in commercial or non-commercial contexts.
It also involves:
- Establishing fair relationships with all partners, adhering to regulations.
- Considering the long-term effects of actions on all stakeholders and society.

Marketing Today (Consumer Perspective)

Consumers perceive today's marketing negatively.

French Consumers' Marketing Perception

French consumers primarily associate marketing with advertising and sales.
Negative connotations such as "scam", "lies", "harassment", and "over-consumption" are connected with it.

French Consumers' Perception of Marketing Roles

Marketing's Informative Role:
- Keeping consumers informed (brand news, entertainment, product discovery).
Marketing's Opportunistic Role:
- Primarily serving corporate interests (selling at inflated prices, stock disposal).
Marketing's Transformative Role:
- Making products accessible, promoting diversity, and offering experiences.
Marketing's Allienating Role:
- Lack of respect, privacy invasion, unnecessary purchases, waste, and inauthenticity.

Context: A Constrained Environment

Environmental challenges:
- Climate change
- Biodiversity collapse
- Resource scarcity
Social challenges:
- Increasing global poverty (e.g., food insecurity)
- Climate refugees
- Growing inequality

Regulations and Norms

International level:
- UN Sustainable Development Goals (SDGs)
- Certifications (e.g., ISO 26000, 14001)
- Paris Agreement, European Green Deal
National level (France examples):
- Energy transition legislation
- Agriculture sector policies
- Mobility and circular economy policies

Current Discussions

Adapting to climate change
Technological approach (high-tech vs. low-tech)
Sustainable development or degrowth

Marketing as a Vision of Exchanges (Value Creation)

Exchanges must be fair and involve the creation of value for all stakeholders (e.g., individuals, organizations, and institutions).
Marketing tools should be employed responsibly.

Marketing Management Definition (Stakeholders and Society)

Marketing management covers the coordinated marketing actions of organizations to attain their objectives.
These involve:
- Studying different audience's (their needs, desires, aspirations).
- Establishing fair partnerships (enforcing regulations).
- Considering future impacts on stakeholders & society.

Course Presentation

The course covers:
- Defining marketing.
- Practicing marketing management in a constrained world.
- Designing sustainable innovation & business models.

Value Creation at the Heart of Marketing

Value creation is central in marketing.

Value: Objective vs. Perceived

Objective value: The price set by the organization.
Perceived value: The value perceived by the customers.

Values: Objective and Perceived

Which Value(s) Are We Talking About? (Several definitions)

Value aspects from before, during, and after the product/service usage

Which Value(s) Are We Talking About? (Full Lifecycle of the Offer)

Value for the organization + Value for the consumer = Added Value= Extended value.

Implementing a Marketing Strategy

Integrating principles of extended value

Levels of Strategic Integration

Integrative strategy:
- Social & environmental issues are core to the strategy.
Proactive strategy:
- Issues integrated into strategy and mix, but the core business model remains unchanged.
Defensive strategy:
- Minimal integration of issues; primarily related to communications (e.g., sponsorship).
Defensive position:
- Minimal integration of issues; perceived as a constraint.

Implementing an Integrative Product Strategy

Defining the scope (market or product approach)
Diagnosing the situation (market, consumer, competitor analysis)
Determining a strategy and objectives
Deploying appropriate marketing mix (product, price, place, promotion)

Responsibility for Marketing Function, But Not Only

Responsibility not just in the marketing department, but throughout the entire organization (production, R&D, logistics, purchasing, etc.).

Innovation as a Process & Result

Sustainability innovation as both a process (methods and tools for integrating environmental and social concerns into product design).
Also as a result, the actual new products made (Extended Value + Consumer Value = Sustainable Offer.)

Sustainable Innovation Typology

Optimization, redesign, procedural, and behavioral approaches; (each addressing different aspects of sustainability) - Considering consumer habits and whether they're changing or not.

Sustainable Innovation Typology (Different approaches for different consumer behavior)

Categorizing forms of sustainable innovation (e.g., optimizing products, changing processes, consumer behavior) related to sustainability.

How to Design New Sustainable Business Models

Options for designing sustainable business models.

Servicization (Definition)

Core idea behind product-services systems is that consumers seek the utility products & services provide rather than the product itself.

Servicization (Advantages)

Meeting consumer needs combining products & services (e.g., rentals, taxis).
Making business more sustainable.

Servicization (Incentive Structures)

Difference in incentive between traditional business model and PSS business model.

Servicization (Three Ways of Innovation)

Product, Usage, and Result-oriented examples.

Servicization (1. Product-oriented)

Complementing the physical product with services to extend its lifespan.

Servicization (2. Usage-oriented)

Sharing and renting products without selling them.

Servicization (3. Result-Oriented)

Delivering a desired outcome instead of selling the product itself

Servicization (From Products/Uses to Business Models)

The evolution of business models in a sustainable way

New Types of Business Model Canvas

New approaches (e.g., Joyce & Paquin) for designing business models that incorporate multiple dimensions of sustainability (environmental, social, and economic).

Case Study: Decathlon

Decathlon's examples of sustainable business models and approaches.

SWOT Analysis Guidelines

General guidelines for SWOT analysis; (for use in business situations)

SWOT Analysis Integrating Impact Analysis

SWOT analysis, considering environmental and social factors.

To Help You

Resources for further research and information.

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Description

This quiz explores the essential concepts of marketing management, focusing on the coordinated activities that organizations undertake to meet their goals. It emphasizes the importance of understanding target audiences and establishing fair relationships with partners while considering societal impacts.