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14 Cards in this Set
- Front
- Back
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Steps in business buying process
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Problem Recognition
Characteristics and description Supplier Search Proposal Solicitation Supplier Selection Order Specification Performance Review |
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Segmentation and Processing
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Segmenting
Targeting Differentiate Positioning |
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Bases for segmenting consumers
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Geographical
Demographical Psychographic Behavioral Segmentation |
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Brand Building Blocks
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Salience
Performance Imagery Judgements Feelings Resonance |
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Product Life Cycle
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Introduction
Growth Maturity Decline |
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Pricing Steps
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1. Select Price Objective
2. Determine Demand 3. Estimate Costs 4. Analyze Competitor Price Mix 5. Select Pricing Method 6. Select Final Price |
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Maximum Market Share
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Introduce at low cost to penetrate the market and sustain long term consistent sales. Early sales wont show much profit but will be consistent.
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Product Quality Leadership
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Provide high end product that delivers high quality. Price is high but not out of reach.
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Market Segments
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Group of people that have similar wants and needs
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Core Customer Value
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Total Value customer receives from product
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Point of Difference
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Benefits specifically for one product, cant find same traits in other brand.
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Points of Similarity
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Shared association between brands, not unique traits
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Criteria for points of difference
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Desirable
Deliverable Differentiating |
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What is a brand
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A brand is a distinct
product label line |
