Karteikarten
Marketing 2 Specific
Karten in diesem Stapel (43)
- 1Market SEGMENTATIONrepresents an effort to identify and categorise groups of customers and countries, according to common characteristics
- 24 ways of segmenting Consumer marketsGeographic
Demographic
Psychographic
Behavioural - 3B2B customers are differentMake fewer, but bigger, decisions at head office
Have derived demand (use products to resell or make into products)
Have inelastic demand - doesn't change much
Employ a buyer
Expect financing/payment terms - 4Segmenting Business MarketsDemographics - industry, Co. size
Purchasing Approaches
Operating Characteristics - technology, user or non-user status, customer charac.
Situational Factors - urgency, spec. app., size of order
Personal Characteristics - buyer-seller similarity, attitude towards risk, loyalty - 5Requirements for Effective Segmentation ADAMSAccessible
Measurable
Actionable
Differential
Substantial - 6Why too much segmentation can be a bad thing...> Expensive - pricey market research
> Confuses Customers - too much choice
> Not all segments need to be distinguished
> If segments too small it's very difficult to offer good value - 7MicroenvironmentImmediate forces of industries and markets in which the organisation operates
- 8Microenvironment includes:> Organisation itself
> Value Chain partners and market intermediaries
> Customers
> Competitors
>Public (stakeholders who are not directly involved) - 9Macro - Micro marketing environment
- 10The Organisation (Micro-environment)Includes:
HR, Ops Management, R&D, Accounting & Finance
All groups interrelated and form the INTERNAL Environment. - 11Micro environment toolPorter's 5 forces
- 12Customers (Micro-environment)Includes:
*Consumer markets
*Business markets
*Government markets
*Reseller markets
*International markets - 13Competitors (Micro-environment)3 Types:
1. Direct competitors
2. Indirect competitors
3. Potential competitors - 14Public (micro-environment)Any group that has an actual or potential interest in or impact on an organisation's ability to achieve its objectives:
financial, media, government, local, general, citizen-action, - 15Primary and Secondary stakeholders
- 16Macro-environmentThe company and all of the other actors operate in a larger macroenvironment of forces that shape opportunities and pose threats to the company
- 17Macro-environment toolPESTLE
Political, Economic, Socio-cultural, Technological, Legal, Environmental - 18Consumer Markets and Consumer Buying BehaviourActivities people undertake when obtaining, consuming, and disposing of products and services
A field of study that focuses on Buying - 19Factors influencing buying behaviour
- 20Consumer Buying Decision Roles* Initiators
* Influencers
* Deciders
* Buyers
* Users - 21Consumer Buying Decision Process
- 22Types of consumer buying behaviour
- 23Business Markets and Business Buying Behaviour
- 24B2B versus B2C buying process
- 25B2B Buying Behaviour Buying Center Roles1. Initiators
2. Influencers
3. Deciders
4. Buyers
5. Approvers
6. Gatekeepers
7. Users - 26Factors influencing B2B buyingEconomic factors (price, service)
Personal factors (emotion)
Environmental factors
Organisational factors
Interpersonal factors - 27Stages in business buying process
- 28(Product Lifecycle) 3 Product Levels1. Core Product (the reason for buying the product)
2. Actual product (the product's attributes and features)
3. Augmented product (additional benefits) - 29Essential issues when marketing Services* Intangibility
* Inseparability
* Variability
* Perishability - 30IntangibilityYou cannot own or 'touch' a service
- 31InseparabilityYou cannot separate the service from the provider
- 32VariabilityServices are inconsistent, even with one provider
- 33PerishabilityServices do not last
- 34Services employ a growing number of the workforce Marketing strategies for services should include:Experience: try before you buy
Referrals: 6 sigma, credit ratings
Company image: 'perception is reality' - 35Marketing Mix for Services 3 more 'P's* PEOPLE
* PROCESS
* PHYSICAL EVIDENCE - 36Risks & Challenges in developing new products- Overestimating market size
- Poor design
- Incorrect positioning
- Wrong timing
- Priced too high
- Ineffective promotion
- Management influence
- High development costs
- Competitors - 37Factors the hinder new product development- Shortage of ideas
- Fragmented ideas
- Social and governmental constraints
- Cost of development
- Capital shortages
- Faster required development time
- Shorter product life cycles - 38Product Life Cycle: Sales Vs Profit
- 39(The Product Lifecycle) DEVELOPMENTNO customers, NO profits, heavy spending
- 40(Product Lifecycle) INTRODUCTIONEarly adopter customers
no profits
high launch costs - 41(Product Lifecycle) GROWTHEarly majority customers
rapid sales growth and revenues - 42(Product Lifecycle) MATURITYLate majority customers
flat sales
declining profits - 43(Product Lifecycle) DECLINELaggard customers
declining sales
replaced by new products
Informationen
- Beschreibung
- Karteikarten am Marketing 2 Specific, erstellt von Clair Hat am 16/01/2016.
- Erstellt von
- Clair Hat
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- 7
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