Summary
Summary principles of marketing chapter 7
- Course
- Institution
- Book
principles of marketing chapter 7 Kotler
[Show more]
Connected book
Book Title:
Author(s):
- Edition:
- ISBN:
- Edition:
More summaries for
-
Complete summary of book and lectures slides of Marketing I and II
-
Summary Principles of Marketing IB Y2Q2
-
Samenvatting marketing IBS jaar 1
Seller
Follow
rrrsss
Content preview
MarketingChapter 7
Market segmentation:
- Dividing a market into smaller segments
o Consumer markets
Geographic: divide into geographic units like nations, regions, states,
countries or cities
Demographic: divide based on variables like age, gender, family size,
income, occupation, education, religion
Psychographic: divide based on social class, lifestyle or personality
Behavioural: based on knowledge, attituded, uses or responses. But
also occasions, benefits sought, user status, usage rate, loyalty status
o Business markets
Operating characteristics
Purchasing approaches
Situational factors
Personal characteristics
o International markets
Geographic
Economic
Political
Cultural
Requirements for effective segmentation:
1. Measurable
2. Accessible
3. Substantial
4. Differentiable
5. Actionable
Multiple segmentation is used to identify smaller, better-defined target group
Market targeting:
- Select the segment or segments to enter
- Evaluating each segment
Differentiation:
- Differentiating the market offering to create superior customer value
Positioning:
- Competing products in the minds of consumers
o Perceptions
o Impressions
o Feelings
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller rrrsss. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $3.25. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
77254 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now