Key Concepts of Marketing and Market Analysis

UNIT 1

1. What are the two perspectives of marketing?

Philosophy and Technique.

2. Who first mentioned the concept of marketing-mix?

Neil Borden.

3. What is the current concept of marketing?

The current concept arises from the customer's or user's needs which guide production.

4. Do all companies are marketing oriented?

No, companies can be Sales or Marketing oriented.

5. What is the difference between the four 'p' and the 'four c's?

From a customer's point of view, the 4 P's of marketing become the 4 C's.

6. What decisions include sales management?

• Strategic decision
• Selection training
• Motivation
• Supervision and compensation of sales team.

7. What is relationship marketing?

Relationship marketing is the establishing of long-term, stable relationship with a customer.

8. What is the current organization of a marketing department?

• Structure by products - One product manager for each one.
• Structure by markets:
  • Geographical.
  • Distribution channels.
  • Product Consumers or end user groups.

UNIT 2

1. Differences between the current market, potential market, objective market and product-market.

• Current market is the demand on a specific product
• Potential market is the maximum numbers of buyers
• Objective market a company offers its products in there
• Product market products regarded as substitutes.

2. Types of markets according to the number of competitors.

• Monopoly.
• Oligopoly.
• Monopolistic Competition.
• Perfect Competition.

3. What is a franchise?

Is a Contractual relationship which covers a wide range of service provisions, goods supply, leasing of commercial name or brand on the part of the franchiser and the payment.

4. What is Consumer Confidence Index?

Is an indicator which measures opinion on the current and future outlook of the general and home economy.

6. What are the key questions to analyze the competence of the company?

1. Who are the company's/brand's competitors?
2. How intense is the market competition?
3. How does competition affect the evolution and structure of the market?
4. How do the competition's decisions influence marketing decisions?
5. How do companies obtain and keep a competitive advantage?

7. Reasons to impulse the internationalization of the company.

• Difficulties in the domestic market
• Opportunities in markets abroad
• The possibility of managing scale economies in the production
• Exporting technology and innovations
• Increasing the product's life cycle and company's influence
• Improving the company's image
• Benefiting from Fiscal Policies
• Existing commercial agreements
• The creation of economic communities (EU, NAFTA and Mercosur)

8. What is macroenvironment?

Is a set of factors in the environment that don't have an immediate influence and affect.

9. What is microenvironment?

Is a Set of factors in the environment that are closer to the exchange relationship between the company and the market.