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Questions and Answers
What is the definition of marketing myopia?
What are market offerings?
What is the purpose of exchanges in marketing?
How do marketers aim to build strong relationships with customers?
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What happens when marketers set expectations too high?
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Why is it important for marketers to understand customer needs and wants?
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What is the significance of customer value in marketing?
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How does marketing myopia differ from customer-centric marketing?
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Study Notes
Understanding the Marketplace and Customer Needs
- A market consists of both actual and potential buyers for a product.
Designing a Customer-Driven Marketing Strategy
- Market Segmentation: Involves dividing a market into distinct segments of customers.
- Target Marketing: Focuses on selecting specific segments to pursue.
- Demarketing: A strategy to reduce demand temporarily or permanently, aiming to shift demand rather than eliminate it.
Reasons for Demarketing
- Shortage of supply can necessitate reduced demand.
- To promote new products when existing product sales need to be curbed.
- Insufficient sales of current products triggers the need for demarketing efforts.
Choosing a Value Proposition
- A value proposition outlines the unique benefits or values a company promises to deliver to customers.
- Example: BMW positions itself with the slogan "Ultimate Driving Machine."
- YouTube serves as a platform for global connectivity, information sharing, and inspiration.
Marketing Management Orientations
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Selling Concept: Assumes consumers will not purchase enough products unless significant selling and promotional efforts are employed. It takes an inside-out perspective.
- Common industries that exemplify this approach include blood donations and insurance.
- It is risky due to reliance on aggressive selling tactics.
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Car Dealerships: Known for using aggressive sales techniques, highlighting a sales orientation that aims to persuade buyers of their vehicle's necessity compared to competitors.
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Marketing Concept: Focuses on achieving organizational goals through understanding and fulfilling the needs and wants of target markets better than competitors. This represents an outside-in perspective.
- Example: Southwest Airlines emphasizes customer service.
- Intel transitioned from a product orientation to a market orientation in 2005 under new leadership.
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Description
Test your knowledge about the marketplace and customer needs, including the definition of a market and the importance of understanding buyer behavior. Explore concepts related to designing customer-driven marketing strategies.
