1) clients
3 key players in market research 2) suppliers
3) respondents
1) purchase reason
3 situational influences 2) time available
3) physical surroundings
1) activities
3 things that psychographics focus on 2) interests
3) opinions
homogeneous within markets, heterogeneous between markets, substantia
4 criteria for segmenting markets
operational
1) produce idea
4 elements of product planning for 2) branding
goods/services 3) other strategy decisions
4) product classes
1) market penetration
2) market development
4 main types of opportunities
3) product development
4) diversification
, 1) economic needs
2) psychological variables
5 factors that influence the decisions
3) social influence (family, social class, reference groups)
making process
4) culture and ethnicity
5) purchase situation
any paid form of non-personal presentation and promotion of ideas, good
advertising
services by an identified sponsor
a person's point of view about something; tend to be learned, difficult to
attitude change; shape information processing in the consumer's mind; relate to bu
decisions
business-to-business market, organizational consumer market, industrial ma
B2B market bigger markets, fewer but larger customers; goal is to satisfy their own
customers
battle of the brands a competition between manufacturer brands and dealer brands
dimension for segmenting consumer markets that is based on needs, benef
behavioral
sought, rate of use, purchase situation and more
beliefs opinions that people have about something; influence buying habits
a name, term, sign, symbol, or design, or a combination of them intended to
brand identify the goods and services of one seller or group of sellers and to
differentiate them from those of competition
, brand equity the value of the brand's overall strength in the market
brand name a word, letter, or a group of letters
an opportunity that helps innovators develop hard-to-copy marketing strat
breakthrough opportunity
that will be profitable for a long time
business/organizational customers producers, intermediaries, government units, nonprofits
buyer persona a fictional depiction of customers illustrative of each target segment
the purchasing managers who are responsible for working with suppliers an
buyers
arranging for the terms of the sale
buying looking for and evaluating goods and services
collection of influences on the purchase decision; buyers, users, influencer
buying center gatekeepers, deciders; may change from purchase to purchase; marketers
identify and market to each member
the buying process establish buying process, gather information, solicit bids and select supplie
channel of distribution any series of firms or persons used to move goods from producers to final
clustering a technique in which marketers try to find similar patterns within sets of dat
transport firms, product testing firms, research firms, ad agencies,
collaborators communications companies; firms that aid in the exchange process and pro
marketing functions other than buying and selling
3 key players in market research 2) suppliers
3) respondents
1) purchase reason
3 situational influences 2) time available
3) physical surroundings
1) activities
3 things that psychographics focus on 2) interests
3) opinions
homogeneous within markets, heterogeneous between markets, substantia
4 criteria for segmenting markets
operational
1) produce idea
4 elements of product planning for 2) branding
goods/services 3) other strategy decisions
4) product classes
1) market penetration
2) market development
4 main types of opportunities
3) product development
4) diversification
, 1) economic needs
2) psychological variables
5 factors that influence the decisions
3) social influence (family, social class, reference groups)
making process
4) culture and ethnicity
5) purchase situation
any paid form of non-personal presentation and promotion of ideas, good
advertising
services by an identified sponsor
a person's point of view about something; tend to be learned, difficult to
attitude change; shape information processing in the consumer's mind; relate to bu
decisions
business-to-business market, organizational consumer market, industrial ma
B2B market bigger markets, fewer but larger customers; goal is to satisfy their own
customers
battle of the brands a competition between manufacturer brands and dealer brands
dimension for segmenting consumer markets that is based on needs, benef
behavioral
sought, rate of use, purchase situation and more
beliefs opinions that people have about something; influence buying habits
a name, term, sign, symbol, or design, or a combination of them intended to
brand identify the goods and services of one seller or group of sellers and to
differentiate them from those of competition
, brand equity the value of the brand's overall strength in the market
brand name a word, letter, or a group of letters
an opportunity that helps innovators develop hard-to-copy marketing strat
breakthrough opportunity
that will be profitable for a long time
business/organizational customers producers, intermediaries, government units, nonprofits
buyer persona a fictional depiction of customers illustrative of each target segment
the purchasing managers who are responsible for working with suppliers an
buyers
arranging for the terms of the sale
buying looking for and evaluating goods and services
collection of influences on the purchase decision; buyers, users, influencer
buying center gatekeepers, deciders; may change from purchase to purchase; marketers
identify and market to each member
the buying process establish buying process, gather information, solicit bids and select supplie
channel of distribution any series of firms or persons used to move goods from producers to final
clustering a technique in which marketers try to find similar patterns within sets of dat
transport firms, product testing firms, research firms, ad agencies,
collaborators communications companies; firms that aid in the exchange process and pro
marketing functions other than buying and selling
