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11 Cards in this Set
- Front
- Back
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4 pillars of Marketing
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Market focus
customer orientation long-term success cross functionality |
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CB formula
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B=f(p,e)
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the consumption process
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need>want>exchange>costs&benifit>reaction>value
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sound marketing strategy
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Product
Price Placement Promotion |
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Undifferentiated strategy
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Same mix for all segments
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Differentiated Strategy
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Firms that server multiple segments
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80/20
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20% of the market buy 80% of the goods
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Niche Strategy
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focus marketing efforts on a single segment
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Qualitative research
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researcher dependent, observations
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Quantitive research
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is not researcher dependent, relies on numerical measurements
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Consumption
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Need Recognition>search for alternatives>evaluation of alternatives>decision>post-decision evaluation
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