PPT-MARKETING MANAGEMENT UNIT 2: CONSUMER BEHAVIOUR AND MARKET SEGMENTATION

PROF SRIJITA DUTTA THK JAIN COLLEGE CLASS BCOM HONS and GEN SEMESTER II SEC A and D PART 2 MARKET SEGMENTATION Target Marketing A company cannot serve all customers in a broad market The customers are too numerous and diverse in their buying requirements Many companies are embracing . Standard 2 . Fashion Marketing. Fashion Merchandising A Standard 2. Student will understand the basics of fashion marketing.. Objective 1: Define Marketing Terms. Objective 2: Describe the 4 P’s of Marketing. Strategic Marketing. Chapter 7. 210 - 234. Characteristics of Markets & Market Segments. A Market is. Comprised of people or organizations (Consumer or Business). Have needs, abilities, and willingness to buy. Week 1 – Introduction to the Module. Sarah Hill. sarah.hill@bucks.ac.uk. Todays. Agenda . Names and Introductions. Blackboard – VLE. Introduction Lecture to Consumer behaviour. The study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires. . Tekle. . Sebahtu. Ph.D.. http. ://www.stcinternational.us. stcintL@q.com. Marketing Imported Products Agenda. Marketing Mix/targeting/Segmentation/ Positioning . Landed cost. Pricing strategy. Distribution channels. Dr. Ananda Hussein. Ford. ’. s Model T Followed a Mass Market Approach. Four levels of Micromarketing. Segments. Local areas. Individuals. Niches. What is a Market Segment?. A . market segment. consists of a group of customers who share a similar set of needs ad wants. . Dr. AMA . Suyanto. Knowing the Customer is Not Enough!. Once we know the customer, we need to understand what new products, services and features will excite them.. Our job is to know the customer so well that we can provide him or her with (technological) solutions to problems that they don’t even know exist yet!. Segmenting and. Targeting Markets. 2012-2013. . © iStockphoto.com/Rubberball. Describe the characteristics . of markets and market segments. Explain the . importance. of market segmentation. Discuss . Concerned with the individuals, institutions, or groups of individuals or institutions that have similar needs that can be met by a particular product offering. The goal is to identify specific customer needs, then design a marketing program that can satisfy those needs.. Ninth . Edition. Chapter . 7. Segmentation, Target Marketing, and . Positioning. Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. .. Learning Objectives. 7.1. Identify . the steps in the target marketing process.. Helping . Buyers Buy. Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved.. McGraw-Hill/Irwin. Marketing . -- . The activity, set of institutions and processes for creating, communicating, delivering, and exchanging offerings with value for customers, clients, partners, and society at large. Second edition. Elizabeth Parsons, Pauline . Maclaran. and. Andreas . Chatzidakis. 1. Introduction: How has marketing changed?. A focus on markets, what they are and how they are constituted or shaped.. Semester IMBA. Maleeha Gul. Introduction. We are all consumers. We buy groceries, computers, and cars. We purchase services ranging from bank accounts to college educations. However, we also know that consumers are different from one another. lecture 5. Blesa. Ibrahim . mohammed. . 1. Session Overview . Define segmentation . Describe bases of segmentation . Discuss targeting strategies . Describe positioning strategies . 2. The STP framework. SUBJECT: STRATEGIC MARKETING. TOPIC: MARKET SEGMENTATION, TARGETING AND POSITIONING.. PROF. RAJESH BALA ( ASSISTANT PROFESSOR). DEPARTMENT . OF . COMMERCE & MANAGEMENT. IB . PG COLLEGE, PANIPAT. KURUKSHETRA UNIVERSITY, KURUKSHETRA.