Macroenvironmental Factors
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demographics, culture, economics, technology, politics, natural
environment
Competitive Advantage
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an advantage over competitors gained by offering greater customer value
either by having lower prices or providing more benefits that justify higher
prices
,Exploratory Research
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marketing research to gather preliminary information that will help define
problems and suggest hypotheses
Questionnaires
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a list of questions to be asked of respondents
Actual Product
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the physical good or delivered service that supplies the core benefit
(includes product, appearance, styling, packaging, and brand)
marketers convert core customer value into actual product
Focus Groups
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, group of respondents discuss a marketing problem by responding and
reacting to each other
Challenges: expensive, consumers are not always honest, can't generalize
Service
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a product that consists of activities, benefits, or satisfaction that is
essentially intangible and does not result in the ownership of anything
Product Classification: How Consumers Buy Them
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, Convenience: good or service that consumers purchase frequently with a
minimum of comparison and effort (low involvement); low price and widely
available
Shopping: good or service for which consumers will spend time and effort
gathering information on price, product attributes, and product quality
Specialty: consumer products with unique characteristics or brand
identification for which a significant group of buyers is willing to make a
special purchase effort (i.e., medical specialist, designer apparel, luxury
cars, etc.)
Pseudo Specialty Products: products where brands try to position
themselves as a specialty product even if they're convenience product (i.e.,
Jif Peanut Butter and "choosy moms choose Jif")
Unsought Products: those for which consumers have little awareness or
interest
Labeling
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provides specific information
sometimes mandated by law
makes the package more user-friendly
Demographic Environment
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demographics, culture, economics, technology, politics, natural
environment
Competitive Advantage
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an advantage over competitors gained by offering greater customer value
either by having lower prices or providing more benefits that justify higher
prices
,Exploratory Research
Give this one a try later!
marketing research to gather preliminary information that will help define
problems and suggest hypotheses
Questionnaires
Give this one a try later!
a list of questions to be asked of respondents
Actual Product
Give this one a try later!
the physical good or delivered service that supplies the core benefit
(includes product, appearance, styling, packaging, and brand)
marketers convert core customer value into actual product
Focus Groups
Give this one a try later!
, group of respondents discuss a marketing problem by responding and
reacting to each other
Challenges: expensive, consumers are not always honest, can't generalize
Service
Give this one a try later!
a product that consists of activities, benefits, or satisfaction that is
essentially intangible and does not result in the ownership of anything
Product Classification: How Consumers Buy Them
Give this one a try later!
, Convenience: good or service that consumers purchase frequently with a
minimum of comparison and effort (low involvement); low price and widely
available
Shopping: good or service for which consumers will spend time and effort
gathering information on price, product attributes, and product quality
Specialty: consumer products with unique characteristics or brand
identification for which a significant group of buyers is willing to make a
special purchase effort (i.e., medical specialist, designer apparel, luxury
cars, etc.)
Pseudo Specialty Products: products where brands try to position
themselves as a specialty product even if they're convenience product (i.e.,
Jif Peanut Butter and "choosy moms choose Jif")
Unsought Products: those for which consumers have little awareness or
interest
Labeling
Give this one a try later!
provides specific information
sometimes mandated by law
makes the package more user-friendly
Demographic Environment
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