Zusammenfassung der Ressource
UNIT 3.1 [PRINCIPLES OF REAL ESTATE MARKETING]
- MARKETING
- process of determining the needs and wants of buyers
and delivering products that satisfy the needs and wants
- MARKET
SEGMENTATION
- (a) Geographic Segmentation
- (b) Demographic Segmentation
- (c) Psychographic Segmentation
- (d) Behavioural Segmentation
- PRODUCT DIFFERENTIATION
- process of distinguishing a product or service from
others, to make it more attractive to a particular target
market
- TARGET MARKET
- (a) Undifferentiated Marketing
- (b) Differentiated Marketing
- (c) Concentrated Marketing
- POSITIONING
- MARKET RESEARCH
- MARKETING MIX
- PRODUCT
- PROMOTION
- PRICE
- PLACE
- CONSUMER BUYING DECISION PROCESS
- STAGE 1: PROBLEM/NEED RECOGNITION
- STAGE 2: INFORMATION SEARCH
- STAGE 3: EVALUATION OF ALTERNATIVE
- STAGE 5: POST PURCHASE BEHAVIOUR
- FACTORS AFFECTING
- CULTURAL FACTORS
- SOCIAL FACTORS
- PERSONAL FACTORS
- PSYCHOLOGICAL FACTOS
- QUALIFYING PROSPECTIVE CUSTOMERS
- Ability to buy/sell/rent a property
- Authority (is person the decision maker?)
- Inclination to purchase (is person ready or likely to purchase?
- Budget