Marketing Review (1)

wants for specific products backed by an ability to pay.

• Marketing

• Needs

• Wants

• Demand

Example of Owned Media

• Website

• Television

• Social Media

• Viral marketing

Can use the internet as a powerful

information and sales channel

• New Consumer Capabilities

• New Company Capabilities

Example of

• Mega brands

• Private labels

• Generic brands

• Global Brand

Major societal forces

• Globalization

• Social responsibility

• Differentiated Good

• Technology

Marketing Mix

Four Ps consist of

• Product

• Packaging

• Price

• Program

Example of behavioral segmentation

• Volume usage

• Lifestyle

• Gender

• Occupation

Education included in ..................... segmentation variables

• Behavioral

• Geographic

• Demographic

• Psychographic

Identify and profile distinct groups of buyers who differ in their needs and wants

• Marketing

• Market segmentation

• Market targeting

• Market Positioning

Buyers are divided into groups on the basis of their knowledge of, attitude toward, use of, or response to a product.

• Behavioral segmentation

• Demographic segmentation

• Customer loyalty

• Customer targeting