MARKETING
MARKETING
Market Research
• Purpose
• Data: Secondary versus Primary
• Inhibitors: Cost, Complexity, Relevancy
Marketing Plan
• Marketing Concept: Marketing Philosophy and Market Segmentation
• Market Segmentation
• Marketing Mix
•
Marketing Philosophy
• Production
• Sales
• Consumer/Market
Market Segmentation
• Demographic Variables: Age, Marital status, Sex, Occupation, Income, Location
• Benefit Variables: Convenience, Cost, Style, Trends, etc.
Marketing Mix
• Product: Products/Services, Value-added
• Place (Distribution): Direct, Intermediaries (Mfg, Wholesaler, Retailer, Consumer)
• Promotion: Advertising, Public Relations, Sponsorships
• Price: Cost-based, Value-based
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