Marketers start by segmenting the market into distinct groups based on demographic, psychographic, and behavioral differences. They then target specific segments and position offerings to meet the needs and wants of those segments. Successful offerings deliver value and satisfaction to buyers through branded products that satisfy wants backed by the ability to pay.

1. Understanding Marketing
Management

2. What are some
Fundamentalof
MarketingConcepts?
3

3. … the basic human requirements

4. NEEDs become WANTs when they
are directed to specific objects that
might satisfy the need.

5. …wants for specific products
backed by an ability to pay.

6. Segmentation
Marketers start by dividing the
market into segments and identify
the profile of distinct groups of
buyers who might prefer or require
varying product and service mixes
by examining demographic,
psychographic, and behavioural
differences among buyers.
STP
Targeting &
Positioning

7. Offerings & Brands
A brand is an offering
from a known source.
Like McDonald's carries
many associations in
people's minds that make up
the brand image: hamburgers,
children, fun, fast food,
convenience & golden arches

8. Value & Satisfaction
The offering will be
successful if
it delivers value and
satisfaction to
the target buyer.

9. Fundamentals of Marketing Concepts
1. Needs, Wants & Demands
2. STP
3. Offerings & Brands
4. Value & Satisfaction