Read the summary and the most important questions on omc

• 1 Chapter 1

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• What´ s 4c model?

  • Product – Customer solution: Solution for the customer
  • Price – Cost to the customer: Value for money
  • Place – Convenience: ease for the customer
  • Promotion – Communication: Mutual communication between the organization and the customer.   

• 1.2 Levels of marketing section

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• Difference between micro, meso and macro marketing

  • Micro > Those who make the marketing decisions in a company (individual firm)
  • macro >  (Society as a whole). Looking at marketing at the broader way. (than de individual way from the company)
  • meso > All activities developed by several collaborating organizations within a supply chain or sector to match supply and demand and meet a certain need in order to realize their shared marketing objectives.

• What's a branch industry?

  A group of organization that has same production techniques and end products

• Whatś marketing management?

   The analysis, planning, implementation and constant evaluation of all activities to ensure that the products and services produced and provided by an organization are tailored to the needs and wants of the potentially consumers.

• 1.3 development of the marketing mindset

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• What is ment by "marketing orientation"?

  Not only the customers are important, but also the intermediaries and competitors are important in making business decisions at all levels of the organization. A marketing-oriented entrepreneur prefers to concentrate on customer satisfaction instead of sheer sales efforts.

• Differences between product orientation and market orientation:

  Product orientation: Arrange the financing /organization, product the product, sell the product
  
  Market orientation: Identify needs, Arrange the financing/organization, produce the product, market the product, relationship marketing + Feedback.
  
  The difference: Marketing entails an integrated plan. Selling is only a component of this overall plan.

• Differences between a selling and a marketing orientation:

  Selling orientation: Inward on the company’s problems, selling the products, no target, profit is the main goal, lots of intensive selling and promotion.
  
  Marketing orientation: Outward the consumer’s needs and wants, specific target group, profit and relationships are the main goals, integrated marketing and cooperation with other departments are used.

• what's "Societal marketing concept"?

   Renewed interest in macro marketing in the long-term. The underlying principle is that everyone should look at the consequences for the buyers and non-buyers what production etc. does. For example using lots of plastic, which might end up in the see.

• What's the interest of sociatal marketing?

  society(human welfare), company (profit motive) and Consumer (satisfaction of needs).

• 1.4 The marketing concept

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• Name The 6 principles of the marketing concept:

  1. Emphasis on profit contribution rather than sales
  2. Customer satisfaction
  3. Integrated approach
  4. Broad business definition
  5. Competitive analysis
  6. Marketing research and target market selection