The marketing, il marketing
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Il marketing (2 pagine formato doc)
Process of identifying customer’s need and satisfying it.
Having the right PRODUCT
On sale at the right PLACE
At the right PRICE
In the right PACKAGE
Using the right PROMOTION
In the past → PRODUCT ORIENTED, manufacturer designed a product and tried to sell it.
Now → MARKET ORIENTED, study the market and find what consumers want then manufacturer design the product.
Marketing involves:
Identifying a business opportunity in the market
Making a product or a service available for the consumers
Create new consumers
MARKET RESEARCH:
Process of collecting and analyzing information about consumer’s preferences.
3 categories of research:
DESK RESEARCH: uses data which has already collected
FIELD RESEARCH: involves collecting new data
ELECTRONIC RESEARCH: uses technology to provide instant field research
Market research helps company to take its decision-making process.
MARKET SEGMENTATION:
Most companies subdivide the market into segments that have similar characteristics. These segments are:
DEMOGRAPHICS: customers are subdivided such as age, gender, occupation, ecc…
GEOGRAPHICS: segmentation according to the different geographical locations.
PSYCOGRAPHICS: customers grouped according to their attitudes, interests, ecc…
MARKETING MIX:
The 4 “P”:
PRODUCT: packaging and branding helps firm create a differentiation. Brand is a name or a symbol that identify the product (BRAND LOYALTY, have a legal protection). Two option when a company introduce a new product in the market.
Marketing means:Having the right PRODUCT
On sale at the right PLACE
At the right PRICE
In the right PACKAGE
Using the right PROMOTION
In the past → PRODUCT ORIENTED, manufacturer designed a product and tried to sell it.
Now → MARKET ORIENTED, study the market and find what consumers want then manufacturer design the product.
Marketing involves:
Identifying a business opportunity in the market
Making a product or a service available for the consumers
Create new consumers
MARKET RESEARCH:
Process of collecting and analyzing information about consumer’s preferences.
3 categories of research:
DESK RESEARCH: uses data which has already collected
FIELD RESEARCH: involves collecting new data
ELECTRONIC RESEARCH: uses technology to provide instant field research
Market research helps company to take its decision-making process.
MARKET SEGMENTATION:
Most companies subdivide the market into segments that have similar characteristics. These segments are:
DEMOGRAPHICS: customers are subdivided such as age, gender, occupation, ecc…
GEOGRAPHICS: segmentation according to the different geographical locations.
PSYCOGRAPHICS: customers grouped according to their attitudes, interests, ecc…
MARKETING MIX:
The 4 “P”:
PRODUCT: packaging and branding helps firm create a differentiation. Brand is a name or a symbol that identify the product (BRAND LOYALTY, have a legal protection). Two option when a company introduce a new product in the market.
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