Marketing: Helping Buyers Buy Chapter 13
Marketing • Activities buyers and sellers perform to facilitate mutually satisfying exchanges
The Marketing Mix • The 4 Ps of Marketing –Price –Product –Promotion –Place • Distribution
Consumer Market • All the individuals that want goods and services for personal consumption or use
Business Market (B 2 B) • All individuals and organizations that want goods/services to use in producing other goods and services or to sell, rent, or supply to others
B 2 B or Consumer? • Factor that determines whether product is classified as consumer product or B 2 B product is the end use of the product
Target Marketing • Marketing directed toward those groups an organization decides it can serve profitably
Segmentation • Geographic Segmentation – Dividing market by areas, such as cities or regions • Psychographic Segmentation – Dividing market by values, attitudes and interests
Segmentation • Demographic Segmentation – Segmentation by age, income, education level • Volume Segmentation – Segmenting the market by usage (volume of use)
One-to-One Marketing • Involves developing a unique mix of goods and services for each individual customer
Niche Marketing • Process of finding small but profitable market segments and designing or finding products for them
Mass Marketing • Developing products and promotions designed to please large groups of people
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