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CH.6C
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- 1>Selective Distorsion is the tendency to twist info. into personal meanings and interpret info. in a way that will fit our preconceptions >Selective Retention explains why marketers use drama and repletion in sending messages to their target market +Beliefs/Attitudes: beliefs: descriptive though about something attitudes: persons evaluation and tendencies towards an object or idea +Learning: explain changes in an individuals behavior arising from experience *Maslow hierarchy of needs Maslow´s hierarchy of needs from bottom to top - psychological needs (hunger, thirst) > safety needs (security, protection) > social needs (sense of belonging, love) > esteem needs (self-esteem) > self-actualization -From the most pressing to the least pressing -When you satisfy the first you continue trying to satisfy the next *Buyer -Need recognition: identify a need or problem -Info. search: find info -Evaluation of alternatives: evaluation process -Purchase decision: purchase intentions -Post purchase behavior: after buying product, satisfied or not-Consumer behavior and services: search for qualities and experiences
-When qualities are lacking: personal sources of information
CH.8:
Market Segmentation/Targeting/Positioning
*Definitions
-M.Segmentation:
identify bases for segmenting the market by dividing the market into direct groups of buyers who might required separate products
-M.Targeting:
evaluating each market segment attractiveness and selecting one or more segment to enter
-M.Positioning:
developing competing positioning for target segments,develop a marketing mix of each segment
-Benefits of Segmentation:
+effective use of resources
+gain focus
+create value for a target market
+positioning
*Steps
1. Market Segmentation
-through market segmentation, companies divide large, heterogeneous markets into smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs
-Mass Marketing: same product to all consumers
-Segment Marketing: different products to one or more segment
BY >Geographic
+dividing the market into different geographic units (International)
Información
- Descripción
- MARKETING Fichas sobre CH.6C, creado por Jose Velasco Nieto el 13/02/2019.
- Creado por
- Jose Velasco Nieto
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