Summary: Powerpoint 1

Read the summary and the most important questions on Powerpoint 1

• 1 Business Adress

  This is a preview. There are 18 more flashcards available for chapter 1
  Show more cards here

• Which points of view are there when you look at the business role in the company?

  - Production process point of view: provisioning (verstrekken) -> production -> sale 
  - Business process point of view: first activity to identify the market needs and inform the company.
  - Marketing perspective point of view: connects the company and market to attend, design, compete and gain profit.

• What is the commercial subsystem?

  Demands customers -> market
  Products companies -> market
  Marketing is inbetween the of needs and resourches.
  So the marketing function makes this proces more efficient (commercial research)

• What means the business subsystem in a company?

  Interrelated set of elements and variables in which the business function of the company is developed

• What does the production concept means?

  Pure focussing on production, rather than increasing amount of customers.
  Does not suit customers needs.
  Efficient production and good distribution channel
  Succesful if: demand of a product is higher than its supply or cost of production is high and it must be reduced 

• What is the risk of a sales concept?

  Doesnt focus on what the customer and market require

• What are the four main pillars of the marketing concept?

  -Defenition of market/targetgroup
  -Customer orientation: discover needs and measure its level of satisfaction
  -MK coordination: interal and external
  -Profitablity: identify business oppurtunities

• What does societal marketing orientation means?

  -Broadens the previous one. Better if contributes to social welfare
  -Ability to offer products/services to the market that produce high satisfaction to the individual consumer and a high degree of longterm welfare for society.

• Which conditions does the macroenviorment of the company have?

  Demographic, economic, technological, politcal, competitive, environmental and sociocultural

• What's an example of a brand with a weak creative impact and strong relationship potential and the opsite? (4 examples)

  Weak creative impact strong relationship potential: Coca Cola
  Strong creative impact strong relationship potential: Doritos
  Weak creative impact weak relationship potential: Cars.com
  Strong creative impact weak relationship potential: Speed Stick

• Which characteristics can be modified to achieve differentiation?

  
  Characteristics that can be modified to achieve differentiation:
  -Brand
  -Package
  -Tangible attributes
  -Quality
  -Other attributes