PAZARLAMA YÖNETİMİ - Deneme Sınavı - 1

Marketing theorist Theodore Levitt concentrated on the difference between the selling and the marketing concepts and stated that selling focuses on the needs of the seller; but marketing on the needs of the buyer.

Marketing management, on the other hand, is “the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicating superior value”. A marketing manager considers some important questions given below:

Marketing activity mainly deals with ten types of entities, which are: goods, services, events, experiences, persons, places, properties, organizations, information and ideas.

Marketing process is about the steps that marketers follow starting from understanding the marketplace until capturing value from customers. McDonald and Wilson suggested the following steps for a marketing process:

Market segmentation is a process of dividing the market into smaller groups that the members of each group are similar to each other as well as their reactions to the marketing mix of the company.

The term bricks and mortar refers to the physical retail stores. Brick and click retailers are the retailers that operate both online store (the clicks) and offline the physical retail stores.

In the production concept, companies sell what they are good at producing. As one of the oldest concepts in business, production concept states that consumers will favor those products that are widely available and low in cost. Business is mainly concerned with producing as much as possible without emphasizing on quality and features.

Holistic marketing recognizes that ‘everything matters’ with marketing and that a broad, integrated perspective is necessary to attain the best solution. In holistic marketing approach, all the marketing efforts should be considered as a ‘single entity’.