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dimension of personality associated Marketing Notes



[Category]:

business

[Paper Title]:

Marketing Notes

[Text]:

Chapter 1 - Marketing In a Changing World

What is marketing?

- Creating customer value and stratification are at the very heart of modern
marketing thinking and practice.

Market Defined

- Markets always focus at satisfying customers needs

- Marketing: A social and managerial process by which individuals and groups
obtain what they need and want through creating exchanging products and value
with others.

- Needs: States of felt deprivation

- Wants: Are the form taken by human needs as they are shaped by culture and
individual personality. Wants are described in terms of objects that will
satisfy needs.

- Demands: Human wants that are backed by buying power

- Products: Anything that can be offered to a market for attention,
acquisition, use, or consumption that might satisfy a want or need it. It
includes physical objects, services, persons, places, organizations, and ideas.

- Marketing myopia Sellers may suffer from Marketing myopia they
are so taken with their products that they focus only on existing wants and lose
sight f underlying customer needs. They forget that a physical product is only a
tool to solve a consumer problem.

Value, Satisfaction, and quantity

- Customer Value: The difference between the values the customer gains from
owning and using a product and the cost of obtaing the product.

- Customer Satisfaction: The extent to which a products perceived
performance matches a buyers expectations.

- If the products performance falls short of the customers
expectations, the buyer is dissatisfied. If the performance matches expectation,
the buyer is satisfied. If performance excesses expeditions, the buyer is
delighted. Outstanding marketing companies go out of their way to keep their
customers satisfied.

- Total quantity management (TQM): Programs designed to constantly improve
the quantity of products, services and marketing processes.

Exchange, Transactions, and Relationship

- Exchange: The act of obtaining a desired object from someone by offering
something in return.

- Transaction: A trade between two parties that involves at least two things
of value, agreed-upon conditions, a time of agreement, and a place of agreement.

- Relationship Marketing: The process by creating, maintaining, and enhancing
strong, value, -laden relationships with customers and other stakeholders.

- A market network consists of the company and all of its surrounding
stakeholder: customers, employees, suppliers, distributions, retailers,
advertising, agencies, and others with whom it has built mutually profitable
business relationships.

Market

- Market: The set of all actual and potential buyers of a product or service.

- Figure 1-2 (13)

Marketing

- Marketing means managing markets to bring about exchanges for the purpose
of satisfying human needs and wants.

Marketing Management

- Marketing Management: The analysis, planning, implementation, and control
of programs designed to create, build, and maintain beneficial exchanges with
target buyers for the purpose of achieving organizational objectives.

- De-marketing: Marketing to reduce demand temporarily or permantely-the aim
is not to destroy demand, but only to reduce or shift it.

Building profitable customer relationship

- A company demand comes from two groups: 1. New customers and 2. Repeat
customers.

- It costs five times as much to attract new customers as it does to keep an
existing customers satisfied.

Marketing Management Philosophies

- There are five alternatives concepts under which organizations conduct
their marketing activities: the product, selling, marketing, and societal
marketing concept.

- Production Concept: The philosophy that consumers will favour products that
are available and highly affordable and that management should therefore focus
on improving production and distribution efficiency.

- Product Concept: The philosophy that consumers will favour producers that
offer the most quality, performance, and innovative features.

- Selling Concepts: The idea that consumers will not buy enough of the
organizations products unless the organization undertakes a large-scale
selling and promotion effort.

- Marketing Concept: The marketing management philosophy that holds the
achieving organizational goals depends on determining the needs and wants of
target markets and delivering the desired satisfactions more effectively and
efficiently than competitors do.

The Internet

- Internet: A vast and burgeoning global web of computer networks with no
central management or ownership.

Chapter 2- Strategic Planning the Marketing Process

Strategic Planning

- The annual plan is a short-run marketing plan that describes the current
marketing situation, the company objectives, and the marketing strategy for the
year, the action program, budgets, and controls.

- The long-run plan describes the major factors and forces affecting the
organization during the next several years, it includes the long-term
objectives, the major marketing strategies that will be used to attain them, and
the resources required.

- Strategic Planning: The process of developing and maintaining a strategic
fit between the organizations goals and capabilities and its changing
marketing opportunities.

- At the corporate level, the company first defines its overall purpose and
mission. This mission then is ... more

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retail image study

SUMMARY OF RETAIL CONCEPT AND BRAND PERSONALITY

In a contemporary market place, retail branding is considered paramount in the retailing industry to influence customer perceptions and drive store choice and loyalty. Ailawadi (2004).

Digital Marketing Group (2004) defines effective branding as the proprietary visual, emotional, rational, and cultural image associated with a company or a product. The purpose of having people remember the brand name and have positive associations with that brand is to make their product selection easier and enhance the value and satisfaction they get from the product.
The first store examined, being Worldwide Appliances at Glendale, would be categorized as a "premium home electrical and appliance store." The store has a wide offering from luxury high end audio visual equipment to common need based items such as kettles, irons and ovens.
Worldwide Appliances branding consists of a long running slogan "Where the worlds best brands, compete for your prices!" This statement asserts the organizations desire to be considered as a provider of high quality products, whilst still remaining price competitive. This branding diversification allows Worldwide to compete for multiple niche markets.

Levy and Weitz (2004) classify the retail concept as "a management orientation which is aimed towards determining the needs of the retailer's target market and directing the firm to satisfying those needs" When considering the retail concept that Worldwide Appliances have adopted, it has created a mixed or unique concept that has been well absorbed by consumers. Through the combination of high end products and the exploitation economies of scale utilized through its large size, it can offer warehouse style prices on its upper range of electrical products. This creates an immediate competitive advantage over smaller electrical stores.

A holistic brand image integrates entities such as values, colours, name, symbols, words and slogans (Chernatony: 2000) Worldwide can not be completely classified with a singular holistic brand image, in fact their strength lies in their ability to be related with two contrasting images. One of simplicity, discount prices and availability when common place electrical products are considered such as small electrical goods; and that of a high quality, knowledgeable, want -based supplier when products such as home theatres and imported boutique brands are considered (eg. Audioloop)

KEY DRIVERS OF RETAIL IMAGE

The second examined store was The Good Guys at Kotara. This store, through its branding, does an excellent job of defining itself to its potential consumers. The recent addition of the "Discount Warehouse" to the stores name, and the well advertised price guarantee (see appendix) and slogan "Pay less for cash! Promise!" Again, this store provides home electrical goods direct to the consumer, but competes more for the price conscious and bargain hunters.

Its open and honest branding, simple advertising, low prices and approachable staff create a retail concept aligned with a trusted product and immediate expectation of low prices. The generous money back guarantee offered also creates consumer trust in The Good Guys products, and further strengthens the organizations desired image.
When seeking to classify The Good Guys with a holistic brand image, it could be concluded that this retailer is perceived to offer a wide range of quality products at a low cost pricing. With no anchor brand, or preference, consumers expect truthful and unbiased advice; furthermore the relaxed atmosphere and approachability of salespeople enhance this brand image.

In relation to the retail mix of an organization, Lindquist (1974) and Mazursky and Jacoby (1986) categorized key drivers in establishing a successful retail mix; those being location, merchandise, service, and store atmosphere related dimensions.
Both Worldwide Appliances and The Good Guys have strengths and weaknesses in this regard. Levy et al (1995) places particular significance on the stores location. Both stores reviewed are in excellent locations. The Good Guys Kotara is centrally located in a large homemaker centre with high pedestrian activity and ample parking, furthermore the surrounding stores compliment its offerings. In slight contrast, Worldwide Appliances is located in a more general retail shopping centre, featuring less associated stores, but still being subjected to high traffic levels. The data collected proves this with both stores scoring above 4 on the Retail Image Study ( See appendices for raw data and Diagrams for collation and comparison)                                                        Merchandise variety is excellent in both regards with ... more

dimension of personality associated

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