1. Principles of Marketing
Section 2
By: Ms. Eman Elfar

2. Marketing process

3. Exchange :is the act of obtaining a desired object from someone by offering something in return
The Marketing is
The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return

4. Markets are the set of all actual and potential buyers of a product or service Marketing management : is the art and science of choosing target markets and building profitable relationships with them.

5. Designing a Customer-Driven Marketing Strategy
Frist step in designing a customer-driven marketing strategy is selecting customers to serve
There are tow basic decisions in this step:
Market segmentation refers to dividing the markets into segments of customers
Target marketing refers to which segments the company will serve.

6. successful marketing management should focus on both customer management and demand management.
Customer management :is the process of selecting customers that can be served well and profitably
Demand management: is the process that aim to Finding and increasing demand, and also changing or reducing demand such as in De-marketing

7. De-marketing:
is marketing to reduce demand temporarily or permanently;
The aim of de-marketing is not to destroy demand but to reduce or shift it.

8. Marketing Management Orientations
Production concept
Product concept
Selling concept
Marketing concept
Societal concept

9. Selling concept
The idea that consumers will not buy enough of the firm’s products unless it undertakes a large scale selling and promotion effort. The focus of selling concept is on selling activities and promotion

10. Marketing concept
The idea of this concept is that achieving organizational goals depends on knowing the needs and wants of the target markets and delivering the desired satisfactions better than competitors do.

11. Preparing an Integrated Marketing Plan and Program
Marketing mix is the set of tools the firm uses to implement its marketing strategy.
It includes:
product,
price,
Promotion
place

12. Building Customer Relationships
Customer relationship management:
The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction

13. ________ is the act of obtaining a desired object from someone by offering something in return.
Exchange
Donation
Market offering
Valuation
Confiscation

14. Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities.
outsourcing
marketing
positioning
production
logistics

15. Which of the following statements is true of the selling concept?
It follows the customer-centered sense-and-respond philosophy.
It is typically practiced with unsought goods. It takes an outside-in perspective.
It requires minimum promotion efforts.
It creates long-term, profitable customer relationships

16. Which of the following marketing orientations holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do?
the selling concept
the production concept
the societal marketing concept
the marketing concept
the product concept

17. Which of the following marketing strategies should marketing managers focus on to manage detailed information about individual customers and carefully manage customer touchpoints to maximize customer loyalty?
customer divestment
partner relationship management
customer relationship management
customer-managed relationships
the societal marketing concept

18. True or false
Market segmentation is the process of seeking fewer customers and reduced demand for profit maximization only.
Fast Food, Inc. views marketing as the process of finding and retaining profitable customers by providing them with the food they want. Fast Food, Inc. practices societal marketing.
Big company can serve all types of customer.
Marketing mix is a tool to achieve marketing strategy