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14 Cards in this Set
- Front
- Back
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Marketing Strategy
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-segmentation
-differentiation -positioning -targeting |
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Segmentation Process
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-basis for segmentation
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Criteria for effective segments
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-differentiable
-substantial -measurable -accessible -actionable |
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Characteristics affecting consumer behavior
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-cultural
-social -personal -psycho |
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Cultural:
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culture
subculture social class |
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social
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reference groups
family roles & status |
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Personal
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age & life cycle
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psycho
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motivation
perception learning beliefs & attitudes |
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buyer decision process
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-need recognition
-information search -evaluation of alternatives -purchase decision -post purchase behavior |
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marketing framework
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-5 C's
-STP -4 P's -CR & CA |
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NMC
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sales-COGS-marketing expenses
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ROMI
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(nmc/marketinc cost) * 100 %
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MROS
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nmc/sales
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SCLV
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((M-C)/(1-R+I)-AC
m=margin C=cost to retain R=retention i=discount rate |
