m1l3 - Fall 2010 Module 1 Delighting Customers Lecture 3:...

Info iconThis preview shows pages 1–7. Sign up to view the full content.

View Full Document Right Arrow Icon
David Robinson © D. Robinson, 2010 Fall 2010 Module 1 Delighting Customers Lecture 3: Product I
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
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
Background image of page 2
Some Review of Lecture 1 • Marketing is about delighting customers • Firms have to choose hich ustomers to delight which customers to delight • That involves: Segmenting markets, then Targeting some customers and not others • Then, they plan how to delight them by designing an effective Marketing Mix
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Consumer and Business Markets
Background image of page 4
A bit more about Step 1. Defining the Market Define the Market Consumer Markets Organizational Markets Segment the Market, Choose attractive segments Design a Marketing Mix to Appeal to the Target Position our offering Also “institutional” or “Business to Business” (B2B)
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Organizational Markets: Definition • In general, sales from one firm to another (rather than to the “end consumer”) . dustrial markets 1. Industrial markets Raw materials, supplies, parts; capital goods 2. Reseller markets Selling to stores 3. Government and institutional markets
Background image of page 6
Image of page 7
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 02/05/2011 for the course BUSINESS 10 taught by Professor Johnsmith during the Fall '10 term at UCLA.

Page1 / 28

m1l3 - Fall 2010 Module 1 Delighting Customers Lecture 3:...

This preview shows document pages 1 - 7. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online