Summary Chapter 2 ~ Principles of Marketing

Marketing &g Sales Blockg 1g g g Chapterg 2 Summery

To remember segmentatonn targetng and positoning
Market segmentatin (S) Isg theg divisioig ofg ag marketg iitog distictg nroupsg ofg buyersg whog have
difereitg ieeds g characteristc g org behavioursg aidg whog minhtg
requireg separateg productsg org marketing mixes
Market segment Isg ag nroupg ofg coisumersg whog respoidg iig ag similarg wayg tog niveig set
ifg marketing eforts
Targetng (T) Selecting theg mostg proftableg nroupg ofg peopleg forg yourg
product/service
Basedg oig theg eitreg populatoinsg ‘iisinhtn

To remember the segmentaton criteria
Senmeitatoig criteria Dividedg iig fourg difereitg catenories.
 Geonraphicg senmeitatoi
 Demonraphicg senmeitatoi
 Behavioursg senmeitatoi
 Psychonraphicg senmeitatoi


To explain the marketng mix

Marketng mix Actuallyg difereitating theg marketg oferg tog createg superiorg costumerg
valueg

Theg fourg ofg theg Psg ofg theg marketing mixg
 Product
 Price
 Promotoi
 Place