Marketing 5.0
What is the center of any marketing strategy?
the customers
Name the market force?
Technology
Three major challenges of
Marketing 5.0
Generation gap
Prosperity polarization
The digital divide
Name two main types of societies:
´Collectivistic
´Individualistic
Which markets has fewer but larger buyers?
business markets
The threefold goals of marketing are:
To attract, to keep and to make customers to become loyal
THE THREE KEY MARKETING OUTCOMES
New Consumer Capabilities
New Company Capabilities
New Competitive Environment
what two generations prefer the established brands?
Baby Boomers and Gen X
What is a fundamental determinant of a person’s wants and behaviour?
Culture
The decision-making unit of a buying organization
what is marketing?
the set of strategies and activities by which companies acquire and engage customers, build strong customer relationships, and create superior customer value in order to capture value from customers in return
List some characteristics of the New Competitive Environment?
One of these:
Deregulation
Privatization
Retail transformation
Disintermediation
Private labels
Mega-brands
Gen Z and Gen Alpha prefer what types of brands?
the engaging brands
Research on consumer behaviour explores how individuals:
select, buy, use, and dispose
Name the TYPES OF BUYING DECISIONS
1.Straight rebuy
2.Modified rebuy
3.New buy
What is the last step in the marketing process by Kotler?
Capture value from customers in return
Marketing 5.0 is:
the application of human-mimicking technologies to create, communicate, deliver, and enhance value across the customer journey
Name four types of polarization:
Polarization of jobs, of ideologies, of lifestyles and of markets
Name Human Life Stages:
fundamental, forefront, fostering and final
What is the last stage of the business buying process?
performance review
Government markets, Customer markets, Resource markets, Manufacturer markets and Intermediary markets
Name the parts of the THE CONCEPT OF HOLISTIC MARKETING:
Internal marketing, integrated marketing, relationship marketing, performance marketing
Explain FOMO and YOLO
“fear of missing out” (FOMO)
“you only live once” (YOLO)
aspects of consumerism
What was the focus of Marketing 1.0?
THE COMPOSITION OF THE BUYING CENTRE?
At least two of these:
•Initiators (request the purchase)
•Users (use the product or service, define the product requirements)
•Influencers (technical people, provide information for evaluating alternatives)
•Deciders (product requirements or on suppliers)
•Approvers (authorize)
•Buyers (formal authority to select the supplier and arrange the purchase terms)
•Gatekeepers (purchasing agents, receptionists, and telephone operators)