This preview shows page 1. Sign up to view the full content.
Unformatted text preview: organization marketing the product o Maintaining a market perspective Consumer orientation: revolves around consumer needs and desires and decisions made to satisfy those needs Markets dependent on communication of information about available products, costs, use, benefits provided, where to obtain Promoted products always face competition for attention and resources of consumer • Four P’s o Product o Price (perceived costs or barriers) o Promotion (communication and messaging elements of social marketing program) o Place (where consumer is reached with product and information about it and where voluntary exchange takes place) • Segmentation of audience o Identification of relatively homogenous subgroups and the development of marketing strategies customized to unique characteristics of each subgroup...
View Full Document
This note was uploaded on 03/19/2012 for the course HP 300 taught by Professor Riggs during the Fall '06 term at USC.
- Fall '06