The document discusses concepts related to market segmentation and targeting, including defining different types of market segments based on demographic, behavioral, and psychographic factors. It also covers targeting strategies like pull and push strategies, as well as product positioning, differentiation, branding, distribution channels, and pricing approaches. The document provides an overview of foundational marketing concepts like the marketing mix, product life cycle, and different classifications of products.
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This slide will give complete view about the marketing process on the basis of advertisement. it clears the situation, which types of advertisement need for product & consumer.
Chap 2,role of imc in marketing processRajesh Kumar
This slide will give complete view about the marketing process on the basis of advertisement. it clears the situation, which types of advertisement need for product & consumer.
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Working an entry level marketing job demands good judgment-making, advertising, and communication skills. Thus, in an interview context, expect to be tested on your technical marketing questions, your knowledge on the company, and how you hope to advance in your marketing career in the future.
"Come with a confident and positive attitude and display a strong work ethic."
Marketing important definition for student, fresher & Marketing Executive. Rizwan Khan
Working an entry level marketing job demands good judgment-making, advertising, and communication skills. Thus, in an interview context, expect to be tested on your technical marketing questions, your knowledge on the company, and how you hope to advance in your marketing career in the future.
"Come with a confident and positive attitude and display a strong work ethic."
Delivering and Promoting Product: Supply Chain Decisions Nature, Types, Channel Design and Channel Management Decisions, Retailing, Wholesaling, Personal Selling: Personal Selling Process, Managing the Sales Force. Promotion Mix: Advertising, Sales Promotion, Public Relations. Emerging Trends in Marketing: Green Marketing, Event Marketing, Network Marketing, Social Marketing, Buzz Marketing/ Viral Marketing, Customer Relationship Management (CRM), Global Marketing, Rural Marketing, E-Commerce: Marketing In The Digital Age.
This slide is special for master students (MIBS & MIFB) in UUM. Also useful for readers who are interested in the topic of contemporary Islamic banking.
A workshop hosted by the South African Journal of Science aimed at postgraduate students and early career researchers with little or no experience in writing and publishing journal articles.
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Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
Safalta Digital marketing institute in Noida, provide complete applications that encompass a huge range of virtual advertising and marketing additives, which includes search engine optimization, virtual communication advertising, pay-per-click on marketing, content material advertising, internet analytics, and greater. These university courses are designed for students who possess a comprehensive understanding of virtual marketing strategies and attributes.Safalta Digital Marketing Institute in Noida is a first choice for young individuals or students who are looking to start their careers in the field of digital advertising. The institute gives specialized courses designed and certification.
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1. MCOM 341<br />Week 5 Summary<br />Class 1 (Tues): Segmentation & Targeting<br />DEFINITIONS: <br />utility A product's ability to provide both symbolic or psychological want satisfaction and functional satisfaction. A product's problem-solving potential may include form, time, place, or possession utility.market segmentation Strategy of identifying groups of people or organizations with certain shared needs and characteristics within the broad markets for consumer or business products and aggregating these groups into larger market segments according to their mutual interest in the product's utility.target market The market segment or group within the market segment toward which all marketing activities will be directed.target audience The specific group of individuals to whom the advertising message is directed.behavioristic segmentation Method of determining market segments by grouping consumers into product-related groups based on their purchase behavior.usage rates The extent to which consumers use a product: light, medium, or heavy.purchase occasion A method of segmenting markets on the basis of when consumers buy and use a good or service.<br />benefits The particular product attributes offered to customers, such as high quality, low price, status, speed, sex appeal, good taste, and so on.<br />geographic segmentation A method of segmenting markets by geographic regions based on the shared characteristics, needs, or wants of people within the region.<br />demographic segmentation Based on a population's statistical characteristics such as sex, age, ethnicity, education, occupation, income, or other quantifiable factors.<br />geodemo- graphic segmentation Combining demographics with geographic segmentation to select target markets in advertising.psychographic segmentation Method of defining consumer markets based on psychological variables including values, attitudes, personality, and lifestyle.product concept The consumer's perception of a product as a quot;
bundlequot;
of utilitarian and symbolic values that satisfy functional, social, psychological, and other wants and needs. Also, as an element of the creative mix used by advertisers to develop advertising strategy, it is the bundle of product values the advertiser presents to the consumer.<br />OTHER CONCEPTS: <br />Methods of Behavioristic SegmentationVALS Psychographic Framework<br />389255062230User-Status VariablesUsage-Rate VariablesPurchase Occasion VariablesBenefits-Sought Variables<br />Six Types of Users in User Status Variables<br />Type of UserBrand ACompetitorSole usersAlways buyNever buySemisole usersGenerally buySeldom buy Discount usersBuy if discountedGenerally buyAware nontriersPrefer not to buy Prefer to buy Trial/rejectorsNever buyAlways buyRepertoire users Will buyWill buy<br />Class 2 (Thurs): Segmentation & Targeting<br />DEFINITIONS: <br />exchange The trading of one thing of value for another thing of value. Marketing facilitates satisfying exchanges.<br />early adopter Prospects who are most willing to try new products and services.<br />pull strategy Marketing, advertising, and sales promotion activities aimed at inducing trial purchase and repurchase by consumers.<br />push strategy Marketing, advertising, and sales promotion activities aimed at getting products into the dealer pipeline and accelerating sales by offering inducements to dealers, retailers, and salespeople.<br />positioning The association of a brand's features and benefits with a particular set of customer needs, clearly differentiating it from the competition in the mind of the customer.<br />product different-iation Manufacturers portraying their brands as different from and better than similar competitive products through advertising, packaging, or physical product differences.<br />brand That combination of name, words, symbols, or design that identifies the product and its source and distinguishes it from competing products—the fundamental differentiating device for all products.<br />brand equity The totality of what consumers, distributors, dealers, and competitors feel and think about a brand over an extended period of time; in short, it is the value of the brand's capital.psychological pricing Using price as a means of influencing a consumer's behavior or perceptions; for example, using high prices to reinforce a quality image, or selling at $2.99 instead of $3.00 to make a product appear less expensive.<br />distribution channel The network of all the firms and individuals that take title, or assist in taking title, to the product as it moves from the producer to the consumer.direct distribution The method of marketing in which the manufacturer sells directly to customers without the use of retailers.resellers Businesses that buy products from manufacturers or wholesalers and then resell the merchandise to consumers or other buyers; also called middlemen. The most common examples of resellers are retail stores and catalog retailers.intensive distribution A distribution strategy based on making the product available to consumers at every possible location so that consumers can buy with a minimum of effort.selective distribution Strategy of limiting the distribution of a product to select outlets in order to reduce distribution and promotion costs.exclusive distribution The strategy of limiting the number of wholesalers or retailers who can sell a product in order to gain a prestige image, maintain premium prices, or protect other dealers in a geographic region.<br />OTHER CONCEPTS: <br />Types of Differences in Product Differentiation:<br />Perceptible differences: those that are easily apparent to the consumer<br />Hidden differences: imperceptible variations that may enhance product desirability<br />Induced differences: Differences created by marketing and advertising <br />Types of Brands:<br />Individual brand: Each product, even of the same product type, has a different brand <br />National brand: Individual brands manufactured and sold nationally, such as these Unilever brands <br />Family brand: Multiple products sold under a single brand name <br />Private label brand: Products manufactured nationally and sold to resellers who put their own brand name on the product. <br />Price Factors:<br />Demand<br />Production & Distribution<br />Corporate Goals & Strategies<br />Competition<br />Factors for Successful Advertising:<br />Strong primary demand for the product class<br />Chance for significant product differentiation<br />Hidden qualities highly important to consumers<br />Opportunity for strong emotional appeals<br />Substantial budget available for advertising<br />The 4 P’s of Marketing:<br />The 4 P’s of the Marketing MixProductPricePlacePromotion<br />The Product Life Cycle:<br />Product Classifications:<br />By MarketBy Rate of Consumption, TangibilityBy purchasing habitsBy physical descriptionConsumer goodsDurable goodsConvenience goodsPackaged goodsIndustrial goodsNondurable goodsShopping goodsHard goodsServicesSpecialty goodsSoft goodsUnsought goodsServices<br />See Exhibit 4-9 on p. 111 of your textbook for full details.<br />