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How do marketers differentiate between needs, wants,

and demands?

Marketers realize that humans have needs when they are in a state of felt deprivation.
These needs take on the form of wants as they are shaped by culture and individual
personality. When backed by buying power, wants become demands.

2. Explain marketing management in today’s terms.

Marketing management is the art and science of choosing target markets and building
profitable relationships with them. This involves getting, keeping, and growing
customers through creating, delivering, and communicating superior customer value.
Thus, marketing management involves managing demand, which in turn involves
managing customer relationships.

3. Distinguish between value proposition and marketing


Companies address needs by putting a value proposition, which means a set of

benefits that they promise to consumers to satisfy their needs. It is delivered through
a marketing offer which offers some combination of products, services, information,
or experiences to satisfy needs and wants in the market.

4. Describe the five marketing management orientations.

The production concept holds that consumers will favor products that are available
and highly affordable. The product concept holds that consumers will favor products
that offer the most in quality, performance, and innovative features. Those who
follow the selling concept hold that consumers will not buy enough of the firm’s
products unless it undertakes a large-scale selling and promotion effort. Using the
marketing concept means that achieving organizational goals depends on knowing the
needs and wants of target markets and delivering satisfactions better than competitors
do. The societal marketing concept holds that the firm should determine the needs,
wants, and interests of target markets.
5. Explain how the Internet has transformed the way in
which we do business today.

The Internet links individuals and businesses of all types to each other.
Manufacturing firms today are linked to their suppliers and customers to build closer
relationships. The Internet allows firms access to exciting new market spaces and
market place.

6. How can the marketing manager manage the

expectation of customers?

Marketers must be careful to set the right level of expectations. If they set
expectations too low, they may satisfy those who buy but fail to attract enough
buyers. If they raise expectations too high, buyers will be disappointed. Customer
value and customer satisfaction are key building blocks for developing and managing
customer relationships.

7. The principles of marketing management can be

effectively applied for both commercial organization
and non for profit organization. Comment

In the past marketing has been most widely applied in the for profit business sector,
in recent years, marketing also become a major part of the strategic of many not for
profit organization such as hospital – collage (AUC) – museums and zoos.

8. The marketing program builds customer relationships

by transforming the marketing strategy into action.

After designing marketing management strategy the marketing manager begin to

construct a marketing program by blend all marketing mix or 4ps that are classified
into : product, price, place, and promotion. To deliver on its value proposition, the
firm must first create a need-satisfying market offering (product). It must decide how
much it will charge for the offer (price) and how it will make the offer available to
target consumers (place). Finally, it must communicate with target customers about
the offer and persuade them of its merits (promotion).
1. Cultural factors exert a broad and deep influence on
consumer behavior. comment

Culture is the share of values and norms and traditions which characterized society
from another. Marketers are always trying to spot cultural shifts in order to imagine
new products that might be wanted. For example, the cultural shift towards greater
concern about health and fitness has created a huge industry for exercise equipment
and clothing, lower-calorie and more natural foods, and health and fitness services.
Every group or society has culture and culture influence on buying behavior may
vary greatly from country to another .failure to adjust to these differences can result
in ineffective marketing.

2. Family affect consumer behavior. Comment

Family in one of the important groups which have a direct influence in consumer
behavior. The family is the most important consumer buying organization in society.
Marketers are interested in the roles and influence of the husband, wife, and children
on the purchase of different products and services. Children may also have a strong
influence in family buying decisions.

3. All buying decisions are rational oriented. comment

No not all buying decisions are rational oriented, some of people say that it is
rational oriented but some time it be emotional oriented and in other time the buying
decision without reason

4. The innovation rate of adoption is usually the same for

all new products .comment

No we have some factors affect on the acceptance of product in the market such as :
1. Relative: advantage is the degree to which an innovation appears to be superior to
existing products
2. Compatibility: is the degree to which an innovation fits the values and
experiences of potential consumers
3. Complexity: is the degree to which the innovation is difficult to understand or use
4. Divisibility: is the degree to which the innovation may be tried on a limited basis
5. communicability: is the degree to which the results of using the innovation can
be observed or described to others
1. a 2. c 3. a
4. d 5. c 6. a
7. b 8. b 9. a
10. c 11. b 12. d
13. c 14. d 15. b
16. d 17. c 18. d
19. c 20. d 21. a
22. b 23. c 24. a
25. a 26. d 27. c
28. a 29. b 30. d
31. b 32. d 33. b
34. a 35. c 36. b
37. a 38. a 39. b
40. a 41. b 42. a
43. b 44. a 45. b
46. b 47. b 48. b
49. d 50. b 51. c
52. a 53. d 54. b
55. d 56. c 57. a
58. b 59. d 60. a
61. b 62. c 63. b
64. a 65. a 66. d
67. b 68. a 69. b
70. b 71. b 72. d
73. b 74. b 75. b
76. e 77. v 78. e
79. c 80. b