Chapter 53, Customer and consumers anticipating consumer needs Flashcards Preview

Business - Marketing > Chapter 53, Customer and consumers anticipating consumer needs > Flashcards

Flashcards in Chapter 53, Customer and consumers anticipating consumer needs Deck (10):
1

Niche Marketing

targeting a clear and identifiable segment of the market

2

Mass marketing

selling into a market containing many products that are similar

3

Marketing Models

- DAGMAR
- AIDA
- ATR

4

DAGMAR

A model aimed at promotion to help the consumer become aware of the characteristics of the good or service
- Defining
- Advertising
- Goals
- Measuring
- Advertising
- Results

5

AIDA

a promotional model applied, particularly to advertising. to see whether the advertising is likely to succeed
- Awareness
- Intrest
- Desire
- Action
If the model is broken at any stage it cannot be successful

6

ATR

the steps a consumer will follow from early decision to actual purchase
Awareness Trial Repurchase

7

Market orientation

gets the right product to fit the market

8

Product orientation

finds the right market for the product

9

Extended Marketing Mix

People, Process, and Physical evidence

10

Difference between customers and consumers

Customers buy, Consumers Use