armstrong01_basic

Pot these t hese people shar e a need or w ant t hat

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Unformatted text preview: T he set of act ual and pot ent ial buyer s of a pr oduct . pot These • T hese people shar e a need or w ant t hat can be sat isfied t hr ough exchange r elat ionships. 1 - 14 M ar ket ing M anagement The • T he ar t and science of choosing t ar get mar ket s and building pr ofit able r elat ionships wit h t hem. 1 - 15 M ar ket ing M anagement 1. Quest ions t o ask: W hat cust omer s will we What ser ve? ser W hat is our t ar get What mar ket ? m ar H ow can we best ser ve t hese cust omer s? 1 - 16 1. Segment at ion & Tar get M ar ket ing • M ar ket Segment at ion: D ivide t he mar ket int o Divide segment s of cust omer s segment • Tar get M ar ket ing: Select t he segment t o cult ivat e 1 - 17 M ar ket ing M anagement Demand • D emand M anagement F inding and Finding i ncr easing demand, also changing or r educing demand, such as in demar ket ing. in • Demar ket ing T empor ar ily or Tempor per manent ly r educing t he n umber of cust omer s or shift ing t heir demand demand 1 - 18 Value Pr oposit ion The • T he set of benefit s or values a company pr omises t o deliver t o consumer s t o sat isfy t heir needs. n eeds. 1 - 19 M ar ket ing M anagement Philosophies • Pr oduct ion Concept • Pr oduct Concept • Selling Concept • M ar ket ing Concept • Societ al M ar ket ing Concept 1 - 20 The M ar ket ing M ix • Pr oduct • Pr ice • Dist r ibut ion (Place) • Pr omot ion 1 - 21 Cust omer Relat ionship M anagement The • T he pr ocess of building and m aint aining pr...
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