PRODUCT POSITIONING Notes
Market-Product Synergies: A Balancing Act
Market Synergies: running horizontally across the market-product grid, each row
represents an opportunity for efficiency in terms of a market segment.
Product Synergies: running vertica
ratherthan moneyformakingglobalsales.Countertrade is popularin manyEastern
European nations, Russia,
Create customer awareness and stimulate trialthe initial purchase of a product by a consumer
Consumer Product Marketing
Product: a good, service, or idea consisting of a bundle of tangible and intangible
attributes that satisfies consumes needs and is received in exchange for money or
something else of value.
Good: tangible attributes that a con
How to Segment Markets (5 Key Steps)
Market Segmentation: aggregating prospective buyers into groups that 1) have
common needs 2) will respond similarly to a marketing action.
-Effect market segmentation 1) forms meaningful groupings and 2) develops
Comparing Global Market-Entry Strategies
1) Exporting 2) Licensing 3) Joint Venture 4) Direct Investment
Exporting: producing goods in one country and selling them in another country. This
entry allows a company to make the least number of changes in ter
CHAPTER 12: Services Marketing
The Uniqueness of Services
Services: intangible activities or benefits that an organization provides to satisfy
consumers needs in exchange for money or something else of value.
The Four Is of Service: Intangibility, incon
Marketing Final Exam All Review Terms
o Water, sleep food
o Includes medicines, staple items, generics
o Ex. Eat Quaker Oat Bran for survival
o Buyers and Seller Power
Slotting Fees sum paid by a vendor or manufacturer to a retail chain or establishment f