Unit 3 - Introduction to Marketing P5 P6
P5 Explain how and why group of customers are targeted for selected products.
P6 devolve a coherent marketing mix for a new product or service.
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Unit 3 - Introduction to Marketing
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Abdulalah Al-Jobore
Unit 3
P5 Explain how and why group of customers are targeted for selected products.
P6 devolve a coherent marketng mix for a new product or service
Customers and consumers
To Identiy and explain the market se mentatonss it is si niicant to understand the diferent
between the customer and the consumer. These two key part are quiet similar to each others
howevers there stll bi diferent between them. A customer is the person who usually buy the
product/services whereas the consumer is the person who use the product/service. In some casess
these two can be the same person as they buy and use the product/service. Most important to
understand that customers do not have to be the consumer. An example oi thiss when the parent
buy toys irom a shop ior their childrens the parent will be the customers (they only buy the toys not
usin them) and the children are the consumers (as they use the toys). The diferent between the
customers and consumers could afect you’re the way you market your product or services as your
advertsin should tar et the end users ( consumers) who will use the products or service.
It is a bit difcult ior marketers to identiy the consumer markets. The tar eted customers or
consumers have to be deined accordin to:
The needs oi the customers
The price they want or would accept.
The appropriate types oi distributon
Communicaton channels used to reach them
Buyers
In term oi buyin s we are the potental buyers as lon as we are purchasin items ior yourseli or
other people who mi ht use these products (consumers). It is not only the individuals in customers
marketss who mi ht purchase items. Howevers in the business-to-business (B2Bs there are some
buyers who buy on the behali oi their company or their team etc. it quite diferent then the
customer who buy ior them as these buyers will buy in unit ior their business. In additons as I
described above the buyer do not have to be the end users (consumers) because theses buyers in
B2Bs they will buy ior their company not themselves that means they mi ht not be the end users
that will use the product or service
Influencers oveer purcaasnn decnsnons
In order to tar et the product or service to a speciics tar et markets the marketers have to identiy
the buyer behaviour irst. The buyer behaviours is always concentrated on the need oi the
customers whether they are individualss roups or or anisatons who are buyin the products. For
examples ior items tar eted at childrens it will be the parents who will have the infuences over the
purchasin decisions. Similarlys some individuals in business to business have infuence over the
buyin decisions.
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