Академический Документы
Профессиональный Документы
Культура Документы
Product Concept
Selling Concept
Marketing
Concept
The Production Concept
Customer Customer
Value Retention
Customer
Satisfaction
Types of Customers
• Loyalists • Terrorists
• Apostles • Hostages
• Defectors • Mercenaries
•
Customer Profitability-Focused
Marketing
Tier 1: Platinum
Tier 2: Gold
Tier 3: Iron
Tier 4: Lead
Societal Marketing Concept
A revision of the traditional marketing
concept that suggests that marketers adhere
to principles of social responsibility in the
marketing of their goods and services; that
is, they must endeavor to satisfy the needs
and wants of their target markets in ways
that preserve and enhance the well-being of
consumers and society as a whole.
•
The Societal Marketing Concept
• All companies prosper when society
prospers.
• Companies, as well as individuals, would be
better off if social responsibility was an
integral component of every marketing
decision.
• Requires all marketers adhere to
principles of social responsibility.
External Influence
Firm’s Marketing Efforts Sociocultural Environment
1. Product 1. Family
Input 2. Promotion 2. Informal sources
3. Other noncommercial sources
3. Price 4. Social class
4. Channels of distribution 5. Subculture and culture
Consumer Decision Making
Psychological Field
Need 1. Motivation
Recognition 2. Perception
3. Learning
Prepurchase 4. Personality
Process
Search 5. Attitudes
Evaluation of
Alternatives Experience
1. Trial A Model of
Behavior