A social and managerial process by which individuals and organizations obtain what they need and want through creating and exchanging value with others
Marketing
A process by which companies create value for customers and build strong customer relationships to capture value from customers in return.
Marketing
What we need to survive
Needs
Differ based on background, personality, economic status
Wants
Some combination of products, services, information, or experiences offered to a market to satisfy a need or a want.
Market Offerings
The act of obtaining a desired object from someone by offering something in return
Exchange
Marketing actions try to create, maintain, grow, and exchange relationships
Relationship
Two important questions in designing a cusomer-driven marketing strategy
- What customers will we serve (what’s our target market?)
- How can we serve these customers best (What’s our value proposition?)
Identify bases for segmenting the market
Market Segmentation
Divide markets into different geographic units
GEOGRAPHIC SEGMENTATION
Age, gender, family size, family life cycle, income, occupation, education, race, and religion
DEMOGRAPHIC SEGMENTATION
Most frequently used segmentation variable
DEMOGRAPHIC SEGMENTATION
Special promotions & labels for holidays
Special products for special occasions
Occasion
Different segments desire different benefits from the same products
Benefits Sought
Nonusers, ex-users, potential users, first-time users, regular users
Loyalty Status
Light, medium, heavy
Usage Rate
Divides a market into different groups based on social class, lifestyle, or personality characteristics
PYSCHOGRAPHIC SEGMENTATION
Develop measure of segment attractiveness
Target Marketing
Ignores segmentation opportunities
Undifferentiated (mass) marketing
Targets several segments and designs separate offers for each
Differentiated (Segmented) Marketing
Targets one or a couple small segments
Niche Marketing
The place a product occupies in consumers’ minds relative to competing products
Market Positioning
provides a declaration of intent or a statement that introduces a company’s brand to consumers by telling them what the company stands for, how it operates, and why it deserves their business
Value Proposition
what makes your product unique; competitive edge
Unique Selling Proposition
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FILM SCREEN LEC PRELIMS135
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RADBIO PRELIMS119
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RIZAL PRELIMS148
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PT CARE PRELIMS106
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IMAGING EQ. PRELIMS181
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TEM 10045
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RADBIO MIDTERMS108
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FILM SCREEN MIDTERMS73
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PT CARE MIDTERMS88
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IMG EQ. MIDTERMS229
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RIZAL MIDTERMS (ACTIVITIES)86
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LIT MIDTERMS34
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ENTREP MIDTERMS57
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RADBIO FINALS111
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PT CARE FINALS32
