How to evaluate segment attractiveness
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is it...
accessable
measurable
actionable
substantial
differentiable
microenvironment - Publics
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, Any group that has an actual or potential interest in or impact on an
organization's ability to achieve its objectives
downstream partners
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include the marketing channels or distribution channels that look toward
the customer, including retailers and wholesalers
STP stands for..
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Segmentation, Targeting, Positioning
outcomes of marketing strategy
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Customer acquiting, retention, buy rate and sales, profit, franchise (brand,
position)
factors used to measure service quality
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, reliability - performing service dependably/accurately
assurance - knowledge/courtesy of employees and their ability to convey
trust/confidence
Tangibles - appearance of physical facilities, equipment
Empathy - provisions of caring individualized attention to customer
Responsiveness- willingness to help customers and provide prompt service
Target market considerations
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Excluding some customers from the market
Can the selected target be reached
Do they value the companies comparative advantage
Are they willing and able to pay for it
Characteristics affecting consumer behavior
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psychological, social, personal, cultural
micromarketing
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, the practice of tailoring products and marketing programs to suit the tastes
of specific individuals and locations
possible post purchase behavior outcomes
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satisfied customer, dissatisfied customer, cognitive dissonance
Henry Ford's philosophy was to perfect the Model T so that its cost could be reduced
further for increased consumer affordability. This reflects the ________ concept.
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production
What is marketing?
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Process by which companies create value for customers and build strong
customer relationships in order to capture value from customers in return
Macroenvironment
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is it...
accessable
measurable
actionable
substantial
differentiable
microenvironment - Publics
Give this one a try later!
, Any group that has an actual or potential interest in or impact on an
organization's ability to achieve its objectives
downstream partners
Give this one a try later!
include the marketing channels or distribution channels that look toward
the customer, including retailers and wholesalers
STP stands for..
Give this one a try later!
Segmentation, Targeting, Positioning
outcomes of marketing strategy
Give this one a try later!
Customer acquiting, retention, buy rate and sales, profit, franchise (brand,
position)
factors used to measure service quality
Give this one a try later!
, reliability - performing service dependably/accurately
assurance - knowledge/courtesy of employees and their ability to convey
trust/confidence
Tangibles - appearance of physical facilities, equipment
Empathy - provisions of caring individualized attention to customer
Responsiveness- willingness to help customers and provide prompt service
Target market considerations
Give this one a try later!
Excluding some customers from the market
Can the selected target be reached
Do they value the companies comparative advantage
Are they willing and able to pay for it
Characteristics affecting consumer behavior
Give this one a try later!
psychological, social, personal, cultural
micromarketing
Give this one a try later!
, the practice of tailoring products and marketing programs to suit the tastes
of specific individuals and locations
possible post purchase behavior outcomes
Give this one a try later!
satisfied customer, dissatisfied customer, cognitive dissonance
Henry Ford's philosophy was to perfect the Model T so that its cost could be reduced
further for increased consumer affordability. This reflects the ________ concept.
Give this one a try later!
production
What is marketing?
Give this one a try later!
Process by which companies create value for customers and build strong
customer relationships in order to capture value from customers in return
Macroenvironment
Give this one a try later!
