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Unformatted text preview: C O M M 3315-502: Fundamentals of M ar keting Notes 9-29-2010 (B8) M a rketing M ix (cont.) • M a rket o Consumers who share common need • Case analysis w hat marketers do o 1. I n t roduction o Few sentences Description of case situation, sets stage for reader Facts only, keep it short 2. SWOT analysis Strengths • Definition of consumer behavior – consumer behavior o P rocesses involved when individuals or groups search for, purchase, use, evaluate, or dispose of products, services, ideas, or experiences that t hey expect will satisfy thei r needs and desires What about gambling? • Organ donation o o Satisfies desire to help others Satisfies needs and desires for purchase • 1. Motives – M aslow’s H ierarchy - physiological safety belonging self esteem self actualization o M a rketing and Maslow’s H ie ra rchy M a rketing implications • • • Segmenting Ta rgeting Positioning • 2. The self o o Self concept The totality of a person’s thoughts and feelings with reference to h im/herself as object self esteem – attitude about the self actualization of global self worth ...
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This note was uploaded on 01/22/2011 for the course COMM 3315 at UVA.