Core Concepts of Marketing
APPROACHINGTHEMARKET 31 AD2.1 TheOlympuscamerais partoftheconsumermarket. ApproachingtheMarket A;lthepartiesinanexchangeusuallyh ...
32 CHAPTER 2 UNDERSTANDINGANDAPPROACHINGTHEMARKET TOHELPPREVENTMARIJUANAUSEBYYOURKIDS, HELPTHEMROLLTHIS. Inth.it to Get onraisin ...
Accessmarket needsandcompany capabilitiestomeet needsprofitably. Selecta strategic approachto themarket. Undifferentiated Segmen ...
34 CHAPTER 2 UNDERSTANDINGANDAPPROACHINGTHEMARKET competitorsintheeyesofcustomers.Examplesoftangihledifferencesmightbeproduct fe ...
APPROACHINGTHEMARKET 35 businessinpracticerequiresthemarketertofindcommondimensions that willallowhim toviewtheseindividualsasla ...
36 CHAPTER 2 UNDERSTANDINGANDAPPROACHINGTHEMARKET BasesforSegmentation Primary Dim ension Characteristicsof personororganization ...
APPROACHINGTHEMARKET 37 AD2.3 Thefocusisonthepre-teentoyoungadultsegment,assumingtheywilltestprod- uctfeaturesatthestore. purcha ...
38 CHAPTER 2 UNDERSTANDINGANDAPPROACHINGTHEMARKET whosechildrenhavemovedout.Ina similarway,thetypesofproductspurchasedbyanewly m ...
APPROACHINGTHEMARKET 39 INTEGRATED MARKETING • SEEKINGTHEAFRICAN-AMERICANWEBCOMMUNITY SilasMyersis anewmillenniumAfrican-America ...
40 CHAPTER 2 UNDERSTANDING ANDAPPROACHINGTHEMARKET Morrishassegmentedthemarketforcigarettebrandsbyappealingpsychologicallytocon- ...
APPROACHINGTHEMARKET 41 Introducedin1978,theoriginalVALS(Values,Attitudes,andLi~estyle)dividedthe Americanpopulationintoninesegm ...
42 CHAPTER 2 UNDERSTANDINGANDAPPROACHIN G THEMARKET Old & New ThenineoriginalVALSpsychographic segmentshavebeenreplacedbyeig ...
APPROACHINGTHEMARKET 43 TheStandardIndustrialClassification(SIC) Asecondindustrialsegmentation approachemploystheStandardIndustr ...
44 CHAPTER 2 UNDERSTANDINGANDAPPROACHINGTHE MARKET CommonBuyingFactors Someindustrialrrarketerssegmentmarketsbyidenti- fyinggrou ...
APPROACHINGTHEMARKET 45 tionorpersuasion,constitutea segment.It is furtherassumedthatthisneedexists ina largeenoughquantitytojus ...
46 CHAPTER 2 UNDERSTANDINGAND APPROACHINGTHEMARKET Selectoneormoresegmentsastargetmarkets(e.g.,neophytephotographers,frus- trat ...
APPROACHING THEMARKET 47 TheConcepto fPositioning Bothproductdiffefentiationandmarketsegmentationresultina perceivedpositionfort ...
THE WALL STREET JOURNAL. 48 INPRACTICE Whatisthem a rket?Itdependson yourproductbut, generally, all markets possesssimilar,basic ...
MARKETER'SVOCABULARY 49 Summary Theconceptofa marketwasexaminedinthischapter. It wasdefinedfromthreeperspectives:peo- ple,place, ...
50 CHAPTER 2 UNDERSTANDINGANDAPPROACHINGTHEMARKET Motive Areasonfor behavior. Lifestyle Apatternofattitudes,interests,andopinion ...
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