What Is Markeitng Essay Research Paper MARKETING1L1WHAT — страница 3

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e.BRAND?S PURCHASEST: People are divided according to what brand do they use or buy. Example: the lipton?s-the rebox?s. 4-PSYCHOGRAPHIC SEGMENTATIOM: In that way we segments the market on the basis of the psychological make up of the consumer, such as personality, life style, attitude. PERSONALITY TYPES: 1.INNOVATORS: Ready to try new ideas and willing to risk a bad experience. 2.EARLY ADOPTERS: They are people that other people refer to. They are careful and successful innovators. 3.EARLY MAJORITY: They are people that think then buy. 4.LATE MAJORITY: They are people that buy after all people had bought. 5.LAGGARDS: They are people that are past oriented, very late adaptation. Example: people that did not buy video player till now. 1L3 CRITERIA FOR SELECTING A TARGET SEGMENT

1.SIMILARTY OF NEEDS: No matter what you use to segment the market, people in the segment need to have similar needs. 2.UNMET NEEDS: You must target a particular segment who?s needs are not met by a competitor.(MARKETING NICH) 3.THE SAIZE OF THE SEGMENT: The size of the segment does link to profitability but not all the time. A small segment can be highly profitable as long as they can establish a very unique competitive advantage. Example the JAGWAR segment. (this kind of segment must be sustainable) 4.GROWTH POTENIAL: We must ask our selves here does this segment likely to attract more customers in the future or not. 5.ACCESSIBILITY: Does the segment accessible. Can I reach my target audience thru media or some other means. If a segment does not have distinctive demographic

characteristics then accessibility would be difficult. STRATEGIES FOR SELECTING A TARGT SEGMENT PRODUCTS ONE SEVERAL SEGMENTSONE SEVERALCONSENTRATEDSEGMENTATIONPRODUCT-LINESEGMENTATION MARKETSEGMENTEXPENIONDIFFRENTIATEDSEGMENTATION vCONSENTRATED SEGMENTATION: Smaller companies with limited resources can only serve one segment with one product. vMARKET SEGMENT EXPANSION: As well as the segment have a well defined need for the same product then company can expend the segment. Example: the Kellogg serial (from children to adults), j&j shampoo (no more tiers), secret deodorant (from women to men) vPRODUCT-LINE SEGMENTATION: In this case you serve one segment with many products. Example: el shamadan (many products are delivered to children) vDIFFERNTIATED SEGMENTATION: In this

case you deliver many products to several segments. This is mostly done with big companies as the marketing cost (ads, promotion,?) are so high. Example: P&G shampoo (h&d for dandruff-ponten for female-pert plus for youth) THE PRODUCT DEFINETION: A bundle of benefits and attributes designed to satisfy customer?s needs. Any product consists of 3 dimensions: 1.Core product: The benefits. 2.Tangible product: The futures. 3.Augmented product: Delivery, credit, service, added value. PRODUCT DEFFERENTIATION: It means how is one product different from another product. 1.Perceptible difference: This kind of difference is very clear and obvious. 2.In perceptible difference: This kind of difference is not clear or not ready apparent. Example: cigarettes-car engines. 3.Induced

difference: This kind of difference is created by advertising, between similar products. Example: mobile oil and shell oil both are gasoline, siwa water and barka water both are mineral water. PRODUCT CLASSIFICATION: There are two ways to classify products. 1.Degree of tangibility: Products are classified by their degree of tangibility. Starting from the most tangible, passing by moderate tangibility, ending by the least tangible. Most and moderate tangibility are sub-classified in to durable and non durable as shown in the diagram. air conditioning foods service Durable goods: Products that are used along a long interval of time. Consumer needs a lot of thinking and comparison on purchase, so personal selling is effective in this case. Example: air conditioning devices. Non-

durable goods Products that are used or consumed on a short interval of time. This kind does not need a lot of thinking and comparison from the consumer on purchase, so advertising is effective in this case. Non- durable goods are sub divided in to packaged goods like food and sun dry paste and non- packaged goods like bread and gasoline. 2.Buyer: This classification is made by the one who buys the product. Example: personal products which are bought by consumers- industrial products which are bought factories. WHAT IS A NEW PRODUCT?: a new product is Invention: Creating a product from no where. Example: sony invented the cd rom. Innovation: Development of an existing idea and it is done by two ways. vNew product duplication: A product that is known to the market but new to the