In what ways can a company divide a market into segments_By NEEL SHARMA

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This document discusses how marketers classify products. It defines a product as anything that can satisfy a need. Marketers classify products based on their durability and tangibility as either durable goods, nondurable goods, or services. Products are also classified based on their use as shopping goods, convenience goods, unsought goods, specialty goods, or industrial goods which include installations, materials and parts, operating supplies, and accessory equipment.

In what ways do consumers stray from a deliberative, rational decision

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Consumers often make decisions through low involvement and using heuristics rather than rational deliberation. They may rely on peripheral cues like endorsements rather than carefully considering product information. Consumers also exhibit variety seeking behavior and brand switching for novelty. When making decisions, consumers apply heuristics like availability, representativeness, and anchoring which rely on ease of recall, similarity, and initial values adjusted later. Framing of choices and mental accounting of financial outcomes also influence consumer decisions. Overall, consumers construct decisions subject to various contextual influences and exhibit bounded rationality.

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This document discusses brand equity and various models for measuring brand equity. It defines brand equity as the added value provided to products and services, and views customer-based brand equity from the perspective of consumer perceptions developed over time. Three models for measuring brand equity are described: Young and Rubicam's BrandAsset Valuator model focuses on energized differentiation, relevance, esteem and knowledge; Millward Brown and WPP's BrandZ model involves a process of presence, relevance, performance, advantage and bonding; and the Brand Resonance Model proposes reaching the top of a brand pyramid involving salience, performance, imagery, judgements, feelings and resonance.

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This document defines what a brand is and how branding works. A brand is a name, symbol or design that identifies products or services from one seller and differentiates them from competitors. Branding works by allowing consumers to identify the source or maker of a product and assign responsibility for its quality. Marketers can brand physical goods, services, stores, people, places, organizations or ideas. The key is for consumers to perceive differences among brands in a product category.

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A firm developing a new product branding strategy has three main choices: creating new brand elements, applying existing brand elements, or combining new and existing elements. There are alternative branding strategies such as individual brand names, a corporate umbrella name, or sub-brands. Brand portfolios include brands that play roles as flankers, cash cows, entry-level, or prestige products. Brand extensions introduce new products under an established brand name as either line extensions within a product category or category extensions to new categories, which can improve odds of success but risk brand dilution.

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The document outlines several key tasks necessary for successful marketing management: 1) Developing marketing strategies and plans by identifying long-term opportunities based on market experience and competencies. 2) Capturing marketing insights by closely monitoring the market environment to assess potential and forecast demand. 3) Connecting with customers to create the best value for target markets and develop strong, profitable relationships. 4) Building strong brands by paying attention to competitors and knowing how to react quickly to their moves.

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The document discusses how marketing management has changed in recent years due to factors such as globalization, deregulation, privatization, heightened competition, industry convergence, retail transformation, increased consumer information and participation. These changes have made the marketplace very different than it was 10 years ago and have impacted how companies market to and how consumers buy from businesses internationally.

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This document outlines the consumer decision making process, which includes problem recognition, information search, evaluation of alternatives, purchase decisions, and post-purchase behavior. It discusses key aspects of each step, such as internal and external triggers for problem recognition, active information search from various sources, attributes and benefits considered during evaluation, and heuristics like conjunctive or elimination used in purchase decisions. Risks and opinions of others can also influence decisions. Post-purchase satisfaction, use, and actions determine repeat purchases and recommendations.

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Consumer behavior is influenced by cultural, social, and personal factors. It is the study of how individuals and groups select, purchase, use, and dispose of goods and services. Cultural influences include values that are different across cultures like comfort, freedom, and respect. Social factors include reference groups that directly or indirectly influence consumers, such as family, friends, and coworkers. Personal factors comprise demographic characteristics like age and life stage, as well as psychological characteristics such as personality and self-concept, that impact consumer choices.

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There are several important brand architecture decisions to consider when developing a branding strategy. These include whether to create a new brand, extend an existing brand, or use a combination of new and existing elements. Other decisions include whether to use line extensions, category extensions, individual brand names, a corporate umbrella name, or sub-brands. Finally, large businesses may use a brand portfolio to encompass multiple brands, services, and companies under one umbrella. Each brand in the portfolio often has its own trademarks but operates as an individual entity.

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Small businesses have limited resources for branding so they must focus on consistency, creativity, and low-cost marketing research. Some guidelines include conducting student projects to access expertise cheaply, focusing on one or two strong brands built on key associations, using integrated brand elements, creating buzz through PR and social media, and leveraging secondary associations to build equity despite constraints. Careful implementation of marketing is especially important given their resource limitations.

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The document discusses major psychological processes that influence consumer responses to marketing: motivation, learning, memory, and perception. It describes theories of motivation like Maslow's hierarchy of needs and Herzberg's two-factor theory. It also explains key aspects of perception like selective attention, retention, and distortion. Memory is discussed in terms of short-term and long-term memory. Learning changes behavior through experiences. Marketers can associate products with strong drives and provide positive reinforcement to build demand.

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This document discusses ways that companies can differentiate themselves, including through better trained employees, more effective distribution channels, crafting compelling brand images, and differentiating services. It provides examples of companies that have successfully differentiated themselves in these ways. The document also discusses emotional branding and how brands can develop emotional connections with customers through strong corporate culture, distinctive communication, and an emotional hook, commanding both respect and love.

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