問題一覧
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The process of identifying and dividing the markets into smaller groups who share similar characteristics.
MARKET SEGMENTATION
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FAB selling techniques
features advantages benefits
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Core Marketing concept
Needs Wants Expectations
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Are simply product attributes
features
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A purchase a vote a donation
prospect
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REQUIREMENTS OF AN EFFECTIVE SEGMENTATION
Measurable Accessible Substantial Actionable
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Key driver of the new economy
the internet explosion
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What are the Marketing strategy in the digital Age
E business E commerce E marketing
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The art and science of choosing target market
marketing management
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Facilitate the sale of products and service by electronic mean
E commerce
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Company plus customer plus society
societal marketing concept
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It’s the internal capability, machines etc.
production concept
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Marketing is make selling superfluous
Peter drucker
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measures the level of loyalty a customer has with your brand
Customer Loyalty
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Four Segmentation Approaches:
a. Demographic Segmentation b. Geographic Segmentation c. Psychographic Segmentation d. Behavioral Segmentation
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customers who are most likely to interact with your brand or purchase from your website on either specific occasions or set times.
Occasion/Timing
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This is considered the most common approach in segmentation wherein markets are divided into units on the basis of different variables.
DEMOGRAPHIC SEGMENTATION
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4US of marketing
New users Extended users New usage More usage
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The actors and forces that affects a firm ability to build and maintain successful relationships with customers
Marketing environment
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Maslows hierarchy
self actualization esteem love/belonging safety physiological
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TYPES OF BEHAVIORAL SEGMENTATION
Purchase behavior Occasion/timing Benefit sought Customer loyalty
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The basic reason, or the minimum requirement consumers look a product service
needs
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approach of dividing prospective buyers based on geographic units like nations, regions, municipalities, cities or neighborhoods.
GEOGRAPHIC SEGMENTATION
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refers to dividing your audience based on the unique value proposition your customer is looking to gain from your product or service. -
Benefit Sought
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Promotion mix
Advertising Public relations Sales promotion Selling
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It is the Innovation quality of the product
product concept
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Someone who seeks a response or attention
marketer
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2 Aspects of marketing environment
Micro environment macro environment
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Marketers must deal with different demands stats raging from di demand to too much demand
demand management
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Is a combination of various products services
business portfolio
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Are what these features can do
advantages
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Social and managerial process creating and exchanging products value
Philip kotler
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GOALS OF MARKETING
Awareness Availability Trial Repeat purchase
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Aggressive sales techniques sales person at sales methods
selling concept
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This approached is shaped by the person's buying behavior on the basis of his or her buying patterns evidenced by usage frequency, loyalty to the brand, benefits.
BEHAVIORAL SEGMENTATION
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Segmenting by purchase behavior disentangles the varying trends and behavior patterns that customers have when making a purchase decision.
Purchase Behavior
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Uses electronic means and platform to conduct a business
E business
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Includes efforts that inform communicate promote sell products and services over the internet
E marketing
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Marketers selec customers that can be served well and profitable
customer management
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Company plus customers
marketing concept
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The level of output that is given
productivity
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Managing a profitable customer relationship
marketing
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Advantages that meets tga explicit needs and wants of the customer. Favorable results
benefits
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Are values or intangible associated with the product or service
expectations
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The flow of digital information requires connectivity
Digitalization and connectivity
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BENEFITS OF SEGMENTATION
Focused Marketing Plans and Activities Enhanced Competitiveness Through Customer-Centric Marketing Opportunities for Market Expansion Customer Retention Through Refined Messaging Improved Communication Increased Profitability Competitiveness, Retention, Through and Brand Equity
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Management orientations
Production concept Product concept Selling concept Marketing concept Sociatal and marketing concept
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Developing and maintaining a strategic fit between the organization goals
strategic planning
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The strategic 3CPS concept
customer, company, competition
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Major forces shaping the Digital age
Digitalization and connectivity The internet explosion
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Marketing mix 4PS
Product Price Place Promotions
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Are the determining dimensions among many choices
wants