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Costumer Behavior and your Market

Costumer Behavior and your Market - Market Marketing...

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Click to edit Master subtitle style  3/30/11 Costumer Behavior and your  Market
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 3/30/11 Marketing What is it?
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 3/30/11 Marketing “The process of planning, and executing the  conception, pricing, promotion, and  distribution of ideas, goods, and services to  create exchanges that will satisfy individual  and organizational objectives” (Zikmund &  d’Amico, 1993).
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 3/30/11 Marketing “The management process responsible for  identifying, anticipating, and satisfying  customer requirements profitably” (UK  Institute of Marketing). Helps us discover the optimal fit between  client preferences and agency capabilities
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 3/30/11 Your Market Market: set of actual and potential buyers of  a product Marketers convince potential customers to  actually become consumers of a specific  product/service
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 3/30/11 Market segmentation “partitioning markets into segments of potential  customers with similar characteristics who are  likely to exhibit similar purchase behavior”  (Weinstein, 1987, p. 4)
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 3/30/11 Target Marketing TARGET MARKET: Segment with which an  agency wishes to have exchanges
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  • Spring '11
  • McGovern
  • Marketing, Master subtitle style, similar purchase behavior, Client Consumer Customer Guest Member Participant User, Leisure ernighters fessionals, Consumer Customer Guest

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