THE SET OF ALL ACTUAL AND POTENTIAL BUYERS OF A PRODUCT MADE OF REAL CUSTOMERS

The set of all actual and potential buyers of a

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THE SET OF ALL ACTUAL AND POTENTIAL BUYERS OF A PRODUCT( MADE OF REAL CUSTOMERS AND POTENTIAL ONE’S). POTENTIAL MARKET: THE SET OF CONSUMERS WHO PROFESS A SUFFICIENT LEVEL OF INTEREST IN THE MARKET OFFER. AVAILABLE MARKET: THE SET OF CONSUMERS WHO HAVE ACCESS TO A PARTICULAR MARKET OFFER. TARGET MARKET: PART OF THE AVAILABLE MARKET THE COMPANY DECIDES TO PURSUE.
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THE MARKETING OFFERING SATISFYING CUSTOMER NEEDS THROUGH PROPOSING VALUES ( A SET OF BENEFITS: PRICE, PRODUCT SPECIFICATIONS ETC..) MARKETING OFFER : COMBINATION OF PRODUCTS, SERVICES, INFORMATION, OR EXPERIENCES OFFERED TO A MARKET TO SATISFY THEIR NEEDS. CUSTOMER VALUE : THE CONSUMER’S ASSESSMENT OF THE PRODUCTS OVERALL CAPACITY TO SATISFY HIS OR HER NEEDS. CUSTOMER SATISFACTION : THE EXTENT TO WHICH A PRODUCT PERCEIVED PERFORMANCE MATCHES A BUYER’S EXPECTATIONS. < IF PRODUCT PERFORMANCE IS BELOW BUYER’S EXPECTATIONS = THE BUYER IS DISSATISFIED> < IF PRODUCT PERFORMANCE MATCHES OR EXCEEDS EXPECTATIONS = THE BUYER IS SATISFIED OR DELIGHTED>
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MARKETING MANAGEMENT PROCESS IT IS THE PROCESS OF ANALYZING MARKETING OPPORTUNITIES 1. SELECTING A TARGET MARKET: POSITIONING YOURSELF THROUGH SEGMENTATION AND TARGETING. 2. DEVELOPING THE MARKETING MIX : IS THE SET OF CONTROLLABLE TACTICAL MARKETING TOOLS THAT THE FIRM BLEND TO PRODUCE THE RESPONSE TO WANTS IN THE TARGET MARKET.
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  • Fall '16
  • Marketing, Chartered Institute of Marketing

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