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What is Marketing?
The management process responsible for identifying, anticipating
How to do it
It does this by building brands,
nurturing innovation, developing relationships, creating good customer service and communicating benefits.
By operating customer-centrically,
Needs, Wants and Demands Needs describe basic human requirements. Needs become wants when they are directed to specific objects that might satisfy the need. Wants are shaped by ones society. Demands are wants for specific products backed by the ability to pay.
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The product will be successful if it delivers value and satisfaction to the target buyer. The buyer chooses the offering that provides him/her with the greatest value. Value is the relationship between what the customer gets and what he gives.
Value = Benefits = Functional Benefits + Emotional Benefits Costs Monetary costs + time costs + energy costs + psychic costs
Exchange, Transactions and Relationships Exchange involves obtaining a product from someone by offering something in return. Five conditions must be satisfied: There are at least two parties. Each party has something that might be a value to the other party. Each party is capable of communication and delivery. Each party is free to accept or reject the exchange offer. Each party believes it is appropriate or desirable to deal with the other party.
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Markets
The marketer may reach the markets by using a combination of three different channels:
Communication channels e.g. radio, mail, billboards, social media Distribution channels and service distribution channels to display or deliver the physical product or service e.g. warehouses, distributors, wholesalers, retailers. Selling channels to effect transactions with potential buyers.
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different groups of customers with distinctly similar needs and product/service requirements.
Market segmentation is the division of a mass market
into identifiable and distinct groups or segments, each of which have common characteristics and needs and display similar responses to marketing actions.
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(what message to communicate), and effectively allocate resources to key marketing activities (how much should we spend and where?).
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Segmenting criteria
Profile Demographics Life cycle Geographical Geodemographic Psychological Lifestyle Benefits sought
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Target markets
Kotler (1984) suggested that in order for market segmentation to be effective, all segments must be:
Distinctis each segment clearly different from other
segments? Accessiblecan buyers be reached through appropriate promotional programmes and distribution channels? Measurableis the segment easy to identify and measure? Profitableis the segment sufficiently large to provide a stream of constant future revenues and profits?
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Targeting approaches
Niche Marketing
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which to fund their marketing strategy, or are adopting a very exclusive strategy in the market.
This approach is also used a lot by SMEs and micro-sized
market needs
the price range production quality, and the demographics that is intended to impact.
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market niche.
Tailor your product or service to meet their unique needs.
Consider all the product or service variations you might
offer.
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