Essay Questions

1.
Marketing Management Orientation:
-Production concept is the idea that consumers will favor products that are available or
highly affordable. Therefore, management should focus on improving production and
distribution efficiency.
-Product concept is the idea that consumers will favor products that offer the most quality,
performance, and features. As the organization focuses on making continuous product
improvements.
-Selling concept is the idea that consumers will not buy enough of the firm’s products
unless it undertakes a large scale selling and promotion effort. The aim often is to sell what
the company makes rather than making what the market wants.
-Marketing concept is the idea that achieving organizational goals depends on knowing the
needs and wants of the target markets and delivering the desired satisfactions better than
competitors do. The job is not to find the right customers for your product, but to find the
right products for your customers.
-Societal marketing concept is the idea that a company should make good marketing
decisions by considering consumers’ wants, the company’s requirements, consumers’
long-term interests, and society’s long-run interests
2. Levels of Customers Satisfaction:
The last stage in which the consumer takes further action after purchase, based on his/ her
satisfaction or dissatisfaction.
-If Performance= expectations, Therefore, satisfaction.
-If Performance > expectations, Therefore, delighted.
-If performance < expectations, Therefore, dissatisfaction.
The larger the gap between expectation and performance, the greater the consumer’s
dissatisfaction.
3. Define Value proposition and give example:
-The value proposition is the set of benefits or values a company promises to deliver to
customers to satisfy their needs.
-It answers the question “why should I buy your brand rather than the competitor’s”.
Companies must design strong value propositions that give them the greatest advantage in
their target markets.
4. Microenvironment & Macroenvironment:
-Micro-Environment: consists of all the actors close to the company that affect its ability to
serve its customers. Marketing management is to build relationships with customers by
creating customer value and satisfaction.
-Macro-Environment: the larger societal forces that affect the micro-environment– which
includes demographic, economic, technological, political, culture force, and natural
forces.
Microenvironment: Macroenvironment:
5. Micro-environment Factors:
1 The Company Microenvironment:
Marketing management takes other company groups into account – groups such as:
Top management
Finance
Research and Development (R&D)
Purchasing
Operations
Accounting
2.Suppliers:
-Provide the resources needed by the company to produce its goods and services.
-Marketers should treat their suppliers as partners to provide customer value.
3. Marketing Intermediaries:
Help the company to promote, sell and distribute its products to final buyers.
4. Competitors: Firms must gain strategic advantage by positioning their offerings against
competitors’ offerings.
5. Publics: Is any group that has an actual or potential interest in or impact on an

organization’s ability to achieve its objectives.
Financial publics, Media publics, Government publics, Citizen-action publics, Local

publics, General public, Internal publics
6. Macro-environment Factors:
1. The Company Macro Environment.:
-Demography is the study of human populations in terms of size, density, location, age,
gender, race, occupation, and other statistics.
-Demographic environment is important because it involves people, and people make up

markets.
-Demographic trends include age, family structure, geographic population shifts,

educational characteristics, and population diversity.
Generational marketing is important in segmenting people by lifestyle of life state instead

of age.
2.Economic environment:
-Consists of factors that affect consumer purchasing power and spending patterns.
-Changes in income.
-Changing the consumer spending pattern.
3. Natural environment:
Involves the natural resources that are needed as inputs by marketers or that are affected
by marketing activities.
Marketers should be aware of several trends in the natural environment.
-Shortages of raw materials
-Increased pollution
-Environmentally sustainable strategies

4.Technology :
Forces that create new technologies, creating new product and market opportunities.
New technologies create new markets and opportunities. However, every new technology
replaces an older technology.
-Rapid Change
-New technologies create new markets, products and opportunities.
5. Political environment:
Consists of laws, government agencies, and pressure groups that influence or limit various
organizations and individuals in a given society.
6. Cultural environment:
Consists of institutions and other forces that affect a society’s basic values, perceptions,
and behaviors.
People grow up in a particular society that shape their basic beliefs and values.
7.Types of consumers buying behavior and diagram:
Diagram:
8. Steps of buying decision process:
1. Need Recognition:
The first stage where the buyer recognizes a problem or need.
The need can be triggered by:
1. Internal stimulus: (normal need that becomes strong enough to drive behavior, Ex:
hunger, thirst)
2. External stimulus: (advertisement or discussions with friends)
2. Information Search:
The second stage where the consumer is aroused to search for more information related to
the need:
Sources of information:
1.Personal sources: family and friends
2.Commercial sources: advertising and internet
3.Public sources
4.Experiential sources: handling, examining and using the product.
3. Evaluation of Alternatives;
The third stage in which the consumer uses information to evaluate alternative brands in
the choice set.
How does the consumer choose among the alternative brands?

4. Purchase Decision:
The stage which the consumer actually buy the most preferred brand.
Two factors can come between purchase intention and purchase decision:
1. Attitudes of others
2. Unexpected situational factors
5. Post-Purchase Behavior:
9. Stages in the adoption process:
Adoption process is the mental process an individual goes through from first learning about
an innovation to final regular use.
Stages in the process include:

10. Different type of segmenting consumer markets. And give example:

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1.

Marketing Management Orientation:

2. Levels of Customers Satisfaction:

-If Performance= expectations, Therefore, satisfaction.

-If Performance > expectations, Therefore, delighted.

-If performance < expectations, Therefore, dissatisfaction.

4. Microenvironment & Macroenvironment:

1 The Company Microenvironment:

Research and Development (R&D)

-Marketers should treat their suppliers as partners to provide customer value.

5. Publics: Is any group that has an actual or potential interest in or impact on an

Financial publics, Media publics, Government publics, Citizen-action publics, Local

1. The Company Macro Environment.:

-Demographic environment is important because it involves people, and people make up

-Demographic trends include age, family structure, geographic population shifts,

Generational marketing is important in segmenting people by lifestyle of life state instead

-Changing the consumer spending pattern.

Marketers should be aware of several trends in the natural environment.

-Shortages of raw materials

-Environmentally sustainable strategies

-New technologies create new markets, products and opportunities.

7.Types of consumers buying behavior and diagram:

The first stage where the buyer recognizes a problem or need.

The need can be triggered by:

2. External stimulus: (advertisement or discussions with friends)

1.Personal sources: family and friends

2.Commercial sources: advertising and internet

4.Experiential sources: handling, examining and using the product.

How does the consumer choose among the alternative brands?

2. Unexpected situational factors

9. Stages in the adoption process:

Stages in the process include:

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