Chapter 13: Marketing Helps Buyers Buy

Environment Scanning:

: the process of identifying the factors that can affect marketing success.

Focus Group

A small group of people who meet under the direction of a discussion leader to communicate their opinions about a product is a

differ greatly

Age, education level, income, and taste are all examples of how consumer groups

benefit segmentation

In marketing for Harvest Gold, what benefits of fresh, organic food might you talk about? Should you emphasize health benefits, taste, or something else? Determining which product benefits your target market prefers and using those benefits to promote a product is

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One of the fastest-growing segments of the U.S. population is people over the age of

Production Sales Marketing Concepts Customers relation

Order of Marketing Ears:

Advertising Public relations Personal Sales Informing people about products Motivating potential customers to bu

Promotions Include:

volume (or usage) segmentation

Separating the market by volume of product use is called

demographic segmentation

So are religion, race, and occupation. Demographics are the most widely used segmentation variable, but not necessarily the best.

Tourist and new businesses

States use marketing to attract many groups things:

Manufacturer Government Institutions

The B2B Market includes:

Product Price Place Promotion

The four factoring in the marketing list are

Define the question Collecting research data Analyzing research Data Choosing and implementing the best solutions

The four steps of the marketing process

consumer database, blogs, and social networking.

The most important technological changes for marketing related to the internet because it allows the

market segmentation.

The process of dividing the total market into groups whose members have similar characteristics is:

Test Marketing:

The process of testing products among potential users

Mass Marketing

Using the same products and promotions to appeal to large groups of people is

Focus Groups Customer reviews Surveys

What are some of the methods of collecting data

Selling Ear Began

When business developed mass-production techniques and capacity exceeded immediate demand

psychographic segmentation

You may want your ads to portray a target group's lifestyle. To do that, you would study the group's values, attitudes, and interests in a strategy called:

Primary Data:

data that you gather yourself

A product

is a physical good or service or idea that satisfies a want or need

Brand Name

is a word, letter, or group of words or letters that differentiates one seller's goods and services from those of competitors.

Existing data

is called secondary data since you aren't the first one to gather data.

Target marketing

is selecting the groups or segments a business can serve profitably

Relationship marketing

tends to lead away from mass production and toward custom-made goods and services. The goal is to keep individual customers over time by offering them new products that exactly meet their requirements