Exam 3 review - Exam 3 review Mktg6 Chapter 8 product place...

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Exam 3 review: Mktg6 – Chapter 8; product; place; promotion 50 questions, mostly multiple choice, some T/F about half from chapter 8 Segmentation, targeting, positioning process (steps 1-5) Criteria for segmentation substantiability, identifiability, accessibility, responsiveness Bases for segmentation -Geography (physical place) -Demographics (generation, etc.) -Psychographics (lifestyle) -Benefits sought (convenience, pleasure, health, etc.) -Usage rates (frequent flier, etc.) Target market: group of people with common characteristics that you are going after - strategies: undifferentiated/mass marketing – one big market, no segments multisegment – one-to-one – individualized Positioning: develop mix to influence potential buyers -perceptual map (product differentiation Chapter 10,11 Product: everything that a person receives in an exchange (tangible good, service, idea) types: convenience: inexpensive, frequent purchases (TP, toothpaste)
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  • Spring '13
  • Collins
  • Marketing, (physical place), -new product lines

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