marketing (1).docx - Chap 4 Developing searching plan...

This preview shows page 1 - 4 out of 9 pages.

Chap 4 Developing searching plan (制定检索计划) - The research plan outlines sources of existing data and spells out the specific research approaches, contract methods, sampling plans and instruments that researchers will use to gather new data - Research objectives must be translated into specific information needs - The research plan should be presented in a written proposal Gathering Secondary Data Advantages - Low cost - Obtained quickly - Cannot collect otherwise Disadvantages - Potentially irrelevant (可能无关紧要) - Inaccurate - Dated (过时的) - Biased (偏 / 倚) Gathering (搜集) Secondary Data (二手数据) must - Relevant - Accurate - Current - Impartial (公正) Chap 6 Market segmentation (细分市场) - Involves dividing a market into smaller segments of buyers with distinct (不同) needs, characteristics or behaviors that might require separate (单独) marketing strategies or mixes (混合) Major Segmentation Variables for Consumer Markets Geographic Segmentation - Calls for dividing the market into different geographical units such as nations, regions, states, countries, cites, neighborhoods or even climate Demographic Segmentation - Divides the market into segments based on variables such as age, life-cycle, gender and income.
Image of page 1
Psychographic Segmentation - Divides buyers into different segments based on social class, lifestyle or personality characteristic Behavioral Segmentation - Divides buyers into segments based on their knowledge, attitudes, uses or responses to a product Market Targeting - Refers to the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter Market Targeting Strategies Undifferentiated Marketing - Using an undifferentiated marketing strategy, a firm might decide to ignore market segment differences and target the whole market with one offer Differentiated Marketing - Using a differentiated marketing strategy, a firm decides to target several market segments and designs separate offers for each Concentrated Marketing - Also called as niche marketing strategy - Instead (代替) of going after a small share of a large market, a firm goes after a large share of one or a few smaller segments or niches - It can market more effectively by fine-tuning (微调) its products, prices and programs to the needs of carefully defined segments Micromarketing - Is the practice of tailoring (定制) products and marketing programs to suit the tastes of specific individuals and locations Differentiation and Positioning Differentiation involves actually differentiating the firm’s market offering to create superior customer value Positioning consists of arranging for a market offering to occupy a clear, distinctive (独特) and desirable (理想) place relative to competing products in the minds of target consumers A product’s position is the way the product is defined by consumers on important attributes (属 性)
Image of page 2
Chap 7 Product and Service Classification
Image of page 3
Image of page 4

You've reached the end of your free preview.

Want to read all 9 pages?

  • Fall '19

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern

Stuck? We have tutors online 24/7 who can help you get unstuck.
A+ icon
Ask Expert Tutors You can ask You can ask You can ask (will expire )
Answers in as fast as 15 minutes
A+ icon
Ask Expert Tutors