m1l3 - Spring 2009 Module 1 Delighting Customers Lecture 3:...

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David Robinson © D. Robinson, 2009 Spring 2009 Module 1 Delighting Customers Lecture 3: Product I
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Class 3: Product I Consumer and Organizational Markets The Marketing Mix Goods and services Product classes for consumers and organizational buyers New Product Development Process
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Some Review of Lecture 1 Marketing is about delighting customers Firms have to choose which customers to delight Then, they plan how to delight them by designing an effective Marketing Mix
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Consumer and Business Markets
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A bit more about Step 1. Defining the Market Define the Market Segment the Market, Choose attractive segments Design a Marketing Mix to Appeal to the Target Position our offering Consumer Markets Organizational Markets Also “institutional” or “Business to Business” (B2B)
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Organizational Markets: Definition In general, sales from one firm to another (rather than to the “end consumer”) 1. Industrial markets Raw materials, supplies, parts; capital goods 2. Reseller markets Selling to stores 3. Government and institutional markets
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from Consumer Markets
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m1l3 - Spring 2009 Module 1 Delighting Customers Lecture 3:...

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