CHAPTER 9: MARKET SEGMENTATION, TARGETING, AND POSITIONING
1) What Market Segmentation Means
a) Market Segmentation involves aggregating prospective buyers into groups that
-Have common needs
-Will respond similarly to a marketing action
Chapter 1 An Overview of Marketing
customers evaluation of a good or service in terms of whether it has met their
needs and expectations
the relationship between benefits and the sacrifice necessary to obtain those
CHAPTER 4: ETHICAL AND SOCIAL RESPONSIBILITY IN MARKETING
Nature and Significance of Marketing Ethics
1) Ethical/Legal Framework in Marketing
a) Ethics: the moral principles and values that govern the actions and decisions of an individual or
CHAPTER 8: MARKETING RESEARCH FROM CUSTOMER INSIGHTS TO ACTIONS
The Role of Marketing Research
1) What is marketing research?
a) The process of defining a marketing problem and opportunity, systematically collectively and
analyzing information, and recomm
OCTOBER 17 , 2011
Big Picture Changes in marketing Communications Media
Reduced dependence on traditional ad media (TV, radio, Magazines, Newspapers, outdoor, etc.)
Use of social media and mobile media to communicate with customers
More targeted med
CHAPTER 13: BUILDING THE PRICE FOUNDATION
What is a Price?
-The money or other considerations (including other products and services) exchanged for the ownership or
use of a product or service.
Barter- the practice of exchanging products and services for
You are your own brand manager
Companies want smart, motivated, and talented people who can deliver value to their customers.
What is that you do that makes you different and a potentially valuable resource to employers?
Identify the qualities that mak
STEP 4: SELECT AN APPROXIMATE PRICE LEVEL
1) A key for marketing manager setting a final price for a product is to find an approximate price level to
use as a reasonable starting point.
a) Four Common Approaches:
An approach t
CHAPTER 11: MANAGING SUCCESSFUL PRODUCTS AND BRANDS
Charting the Product Life Cycle
1) Introduction Stage
a) Occurs when a product is introduced to its intended target market, sales grow slowly, and profit is
b) Create consumer awareness and stim
CHAPTER 10: DEVELOPING NEW PRODUCTS AND SERVICES
Product: a good or service or idea consisting of a bundle of tangible and intangible attributes that satisfies
consumers needs and is received in exchange for money or something else of value.
A Look at Goo
Chapter 6 Consumer Decision Making
aspirational reference group
a group that someone would like to join
a learned tendency to respond consistently toward a given object
an organized pattern of knowledge that an individual holds as true abo