Do endeavor
7 categories to create value
1 Services: benefits that you have power to offer to a third party.
2 Products: corporeal item
3 Events: Music Shows, Sports events...
4 Experiences: Managing services and products you be able to create an experience e.g Disneyland Paris
5 People: Ar6st, Musicians, Football Players be able to become celebri6es with clever Marke6ng e.g Paris Hilton
6 Place: Ci6es, Sxtates, Regions be able to aaract tourist, companies....
7 Ideas (civic marke6ng): sell a basic idea to console a posi6ve social behaviour “5 a Day” vegetables or fruits.
Types of Markets
• Consumer Markets
Us (individual resolution makers)
• Business Markets
B2B
• Global Markets
Global companies who gain to decide in which countries to array
• Non profit, Voluntary and government markets Hospitals, Universities
Marketing investigation consist of of
1 Define the problem2 Decision Alternatives3 Research Objectives4 Develop the Research Plan5 Collect the information6 Analyze the Information7 Present the results to Management /Taking decisions
Consumer emporium
Consumer influence: cultural, social, personal
Consumer buying conclusion: identified who makes the decisions
Understanding Consumer port.
Irrational Consumer behavior
Business Market
Definition and Organizational Buying
Characteristics: fewer and larger buyers
Buying Center: persuaded of organizational, environmental, interpersonal, individual
Buying Business Process
1. Importance of strategic differentiation
2. Market Segmentation Process of dividing a mart into different homogeneous groups of consumers like geographical, demographical (epoch, gender).
3. Market Targeting Targeting multiple segments may result in cost economies
4. Market Positioning: 1 A competitor launches a good that is greater good than the exiting company brand. Market Consumer Change Preferences (easy products), New market categories appear: bottom drinks, not only for illness moreover for sport
Developing marketing strategies and plans
To...
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