marketing chapter 20
desirable products
Products that give both high immediate satisfaction and high long-run benefits, such as a tasty and nutritious breakfast.
salutary products
Products that have low immediate appeal but may benefit consumers in the long run; for instance, bicycle helmets or some insurance products.
deficient products
Products, such as bad-tasting and ineffective medicine, have neither immediate appeal nor long-run benefits.
consumerism
an organized movement of citizens and government agencies designed to improve the rights and power of buyers in relation to sellers
environmentalism
an organized movement of concerned citizens , businesses and government agencies designed to protect and improve people's current and future living environment
environmental sustainability
a management approach that involves developing strategies that both sustain the environment and produce profit for the company
societal marketing
an enlightened company makes marketing decision by considering consumers' wants and interests, the company's requirements, and society's longrun interests.
pleasing products
products that give high immediate satisfaction but may hurt consumers in the long run (Ex. Cigarettes, junk food).
innovative marketing
requires that the company continuously seek real product and marketing improvements.
sustainable marketing
socially and environmentally responsible marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs
sense of mission marketing
the company should define its mission in broad social terms rather than narrow product terms.
customer value marketing
the company should put most of its resources into customer value building marketing investments. By creating value for consumers, the company can capture value from consumers in return.
consumer oriented marketing
the company should view and organize its marketing activities from the consumer's point of view. Only by seeing the world through its customers' eyes can the company build lasting and profitable customer relationships.
