Marketing Study Guide Test 1

Emotional personal and social jobs car to drive me to

Info icon This preview shows pages 2–3. Sign up to view the full content.

Functional vs. Emotional (Personal and Social) Jobs: - Car to drive me to work – functional - Car to make me feel successful –BMW – personal – way it makes me feel - Car to make be perceived attractive to others – social job-way it makes me perceived by others Opportunity: Underserved job or outcome, but also can be overserved where feature and cost reduction is possible. Underserved: Something customers want to achieve but are unable to completely satisfy given current products Overserved: Disruptive lower feature & price product Opportunities = Importance + max (Importance-Satisfaction) Top Priority is that in which is most important and least satisfied Avoid 3 Common Mistakes: - Targeting customers who are already satisfied - Satisfying unimportant outcomes - Sacrificing another more important outcome Market Segmentation: (By age, gender, or fully segmented etc.) Successful Market Segmentation: - Accessible - Identifiable and Measurable - Responsive - Substantial Pitney Bowes Key Points: - Lightweight teams good for Sustainable innovation - Heavyweight better for disruptive innovation and creating new innovations Targeting:
Image of page 2

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

Image of page 3
This is the end of the preview. Sign up to access the rest of the document.
  • Fall '08
  • Mazumdar,T
  • Marketing, Physical Product, Physical product development, new product opportunities, Out-come driven Innovation, New Market Innovations

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern