1.

What is the importance of knowing the history and stages of marketing

thought in understanding marketing as a discipline today?
- Knowing the History and the stages of marketing thought was very important
in understanding marketing as a discipline today. The history of marketing
shows how the trading activities began from simple barter through the
growth of different industries today which explains how marketing developed
and became a known discipline today. Knowing the stages of marketing
thought concludes that marketing keeps changing and developing through
time so it gives us an idea to consider and concentrate mostly on change
happening in environment or society. Understanding the different aspect that
roots the discovery, beginning and development of marketing makes it
important today.

2. Give Specific examples of how the behavioral sciences have enriched

marketing in the following areas:
a. Understanding consumer behavior and motivations
Theories of motivation also help marketers in understanding how
consumers' consumption is influenced by their needs. Abraham
Maslow tried to arrange such significant needs into a hierarchy
of five levels, depending on the relative importance of the needs
to a person. These needs play an important role in influencing
consumer behavior.
Marketers, managers, and social scientists have used Maslows
hierarchy extensively to understand what motivates people and
how these motivations can be applied in a wide variety of
manners to consumers and people in general the world over.

b. Planning an advertising (PR, sales promotion, etc.) campaign

ANTHROPOLOGY
For marketers, culture is one of the driving forces of behaviour
including consumption behaviour, but perhaps more importantly
it is a minefield in which communications and brands can cause
offence to people from other cultural backgrounds. In particular,
religious beliefs can create problems for marketers since people
are often inflexible about religious taboos or restrictions.
Cognitive anthropology has been used to study the problem
solving behaviour of green consumers
PSYVHOLOGY
Many people are more perceptive to advertisements for products
they need. Selective attention is the process of filtering out
information based on how relevant it is to you. Its been
described as a suit of armor that helps you filter out
information you dont need. At other times, people forget
information, even if its quite relevant to them, which is called
selective retention. Often the information contradicts the
 persons belief. A longtime chain smoker who forgets much of
the information communicated during an antismoking
commercial is an example. To be sure their advertising
messages get through to you and you remember them,
companies use repetition.
c. In Marketing decisions involving
1. Make or buy decisions
Psychology is the study of mental processes.
Psychologists study the ways people think, which is of
course basic to understanding how people think about the
products they buy. This includes learning about products,
developing an overall perception of products and brands
and fitting it into ones overall perception of the world,
and the basic drives that encourage people to seek
solutions for their needs

2. New channels
3. Segmenting markets
First, geographic segmentation breaks the market down
according to the location in which the potential customers
live. Where someone chooses to live, or is forced to live, is
either an example of decision-making or dictates decision-
making. Someone living in a cold climate is compelled to
buy warm clothing, heating equipment, insulation
products for the home, and so forth.
Psychographic segmentation and behavioral
segmentation clearly relate very directly to consumer
characteristics and behavior. Psychographic segmentation
is based on peoples thought processes and attitudes
clearly the starting-points for behavior.
Behavioral segmentation is based on what people do
what hobbies they have, what foods they eat, how they
travel, work and spend their spare time.
Demographic segmentation is based on consumers
wealth, age, gender and education levels (among other
things), each of which relate directly to purchasing
decisions.
4. Brand choice
Psychologists study the ways in which people filter out
unnecessary information, group information together in
useable chunks and arrange the information to create
the perceptual map. Marketers are interested in these
processes in order to ensure that their brand is mapped
into the most effective place in the consumers
perceptions
Sociology
 Group behavior is crucial to human beings, and therefore
is crucial to understanding what motivates people to buy
specific brands. Buying the wrong brand can be
embarrassing: we are all aware of how, in our early teens,
we have to have the right brand of trainers, play the right
video games, see the right films and enjoy the right music
to fit in with the desired group.

3. Differentiate macro- micro marketing. Then explain how they are interrelated
if they are.

- Macro marketing looks at the economy entire system. It encompasses the

entire process of moving goods and services from producers to consumers.
When a business takes a macro-marketing approach, it thinks on a global
scale. A macro-marketing approach may, for example, endeavor to develop a
widespread distribution network throughout a large region or even to other
countries. When researching, it will seek to understand the needs and wants
of a many types of demographics in as many locations as possible. It will
advertise on national or even global platforms, such as in television
commercials or movies.
- Micro marketing examines individual firms, within economic system. It Focus
on keeping its distribution small, and dedicate it to key areas. It will engage in
target marketing and research the needs of specific groups. It will advertise
on a smaller scale, such as direct mail, flyers, or place advertisements in
regional newspapers.

- Macro marketing aims at accomplishing an economys objectives

- Micro marketing aims at carrying out specific companys objective

4. Explain in your own words the following:

a. Marketing Mix
o A market strategy which is the Combination of
different factors or the 4 Ps and ideas in
developing a product to satisfy customers needs.
b. Social Marketing
o Its main purpose is for the benefit of consumers or
social goods
c. Comparative marketing
o In this both similarities and differences are
identified. It distinguishes different practice of
marketing within different countries. Every person
is different and so also each country has a different
 set of customers which means each must have a
unique marketing plan.
d. System or Holistic
o The holistic marketing concept looks at marketing
as a whole which means that the activity or
processes within the business are connected or
interrelated that works together to accomplish a set
of goals
e. Marketing Management
o It is a managerial approach to marketing and
emphasize it as a decision making process in
handling problems or situation and also analyzes,
plan, implement and control programs designed to
achieve the organizational objectives
f. Traditional approaches to marketing

5. Marketing attracts customer so it is important to know and understand the

customer so as the product or service fits him and that is through innovation to
figure out smarter way to convey the customers. Through the combination of the
two, business create customers and innovation will keep the customers and all
the rest is cost because it will just support the two main function.