This document discusses key concepts in marketing including consumer research, segmentation, targeting, positioning, and the four Ps of marketing - product, price, place, and promotion. It provides definitions and explanations of consumer research, segmentation, targeting, and positioning as important steps in implementing the marketing concept. Segmentation involves dividing the market into subsets with common needs, targeting is selecting segments to pursue, and positioning develops a distinct image for the product in consumers' minds.

1. Presentation Part

2. Name: ID:
Jashim Uddin Taslim BG173072249
Iftekhar Mahmud BG173072250

3. Production
Concept
Selling Concept
Product Concept
Marketing
Concept

4.  Consumer
Research
 Segmentation
 Targeting
 Positioning
 The process and tools
used to study
consumer behavior
Implementing the
Marketing Concept

5.  Consumer
Research
 Segmentation
 Targeting
 Positioning
 Process of dividing the
market into subsets of
consumers with
common needs or
characteristics
Implementing the
Marketing Concept

6.  Consumer
Research
 Segmentation
 Targeting
 Positioning
The selection of one or
more of the segments to
pursue
Implementing the
Marketing Concept

7.  Consumer
Research
 Segmentation
 Targeting
 Positioning
 Developing a distinct image for
the product in the mind of the
consumer
 Successful positioning includes:
 Communicating the benefits
of the product
 Communicating a unique
selling proposition
Implementing the
Marketing Concept

9. Segments must be
 Measurable
 Accessible
 Substantial
 Differentiable
 Actionable

12. eBay’s positioning: No
matter what “it” is, you
can find “it” on eBay!

13.  Product
 Price
 Place
 Promotion