Item 1002
UNTITLED - first line: I like early morning when its just the birds and I
White paper sheets and one sheet of off-white paper creased from being folded into quarters.
- Why it matters
- Tom writes this
- Type
- Handwritten sheet
- Collection
- Tom writes this
- Published in
- IN A BOOKThe Laima Dedication Anthology (2011)
- Age when written
- written by age 33 at the latestdated from the earliest book it appears in - the sheet itself may be older
Price · Tier · Tom fills these
The words on this page
I like early morning when its just the birds and I
The sun has just shown his face in the big blue sky
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Marketing - process of planning and executing the conception, pricing, promotion,
distribution of ideas, goods and services
Market - group of potential customers with similar needs
Micro-marketing - organization anticipates customer needss and services and directs flow
Macro-marketing - social process that directs flow to match supply and demand
Planned economy - run by government
Free market economy - consumer dictates market
Universal marketing function - buying, selling, storing, financing, standardizing, risk taking,
transporting and marketing
form utility - producing an object
task utility - do a service
time utility - have something ready on time
place utility - have something where the customer needs it
possession utility - enjoy and use good or service
simple trade era - trade surplus to middleman
production era - focus on selling/specializing on only a few items
sales era - focus on selling due to large competition
marketing department era - almost all sales done through specialized marketing
marketing concept - business should aim all its efforts towards satisfying customer's
needs at a profit
customer value - difference between benefits customers see from a marketing standpoint
and the costs of obtaining these benefits
marketing mix - product, price, promotion and place
4 basic marketing oppurtunities:
1.market penetration - advertising so better in present market
2.market development - sell same products in different market places
3.product development - make newer and better product modifications
4.diversification - totally new line of business
segmentation - dividing market into homozygous (same) group that will react the same
towards specific marketing strategies
4 criteria for segmentation:
1.homogenous within - people all similar in market segment
2.heterogenous between - market segments themselves are all opposites
3.substantial - segments are big enough to be profitable
4.operational - dimensions should be useful to find customers and decide on marketing
mix
segmenting dimensions:
1. geographic - region, city or country, weather
2. demographic - age, sex, education, income, race, family size
3. behavioral - benefits wanted/sought, rate of use, attitudes towards product
positioning - customer's perception of your company
basic corporate objectives:
1. respectable and useful social and economic function
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2. profit
3. develop firm business structure
business environment:
competitive environment - number and type of competitors
competitor analysis - evaluating competitions strengths and weaknesses
competitive barriers - name, image, loyalty that make markets hard to conquer
economic environment - inflation, cost of living, interest rates, exchange rates
technology environment - new science means new products and processes (internet)
political environment - deregulation of industries, nationalism, consumerism, NAFTA
Legal environment - antimonopoly laws, FDA
Cultural environment - more women in workplace
Strategic business unit - SBU, separate division of a larger company that is treated as a separate entity
Portfolio management - strategic planning for a multiproduct firm where SBU's are treated like stock investments
Demographic dimensions - dermain size of consumer target markets, show growth/decline and shifts in trends
the higher the urban population the bigger the literacy rate and GNP
Baby Boomers still powerful, influential group and the average age of Americans is rising because of them. people aged 50 and older is rising over the next decade
Steady rise in income since 1960
Disposable income - after taxes
Discretionary income - after taxes and necessities
The top 20% of earners have almost half of the money
The bottom 20% of earners have only 4% of the money