chapter 8

Question 1

two types of market segmentations?

Answer 1

-business to consumer (b2c)
-business to business (b2b)

Question 2

B2C?

Answer 2

explains the markets segment for the interaction between business and consumers.
-geographic: country, region and climate
-demographic: age, gender, income
-behavioural: usage rate and brand loyalty
-psychographic: lifestyle, values

Question 3

B2B?

Answer 3

explains the markets segment for the interaction between business and business.

-industry structure
-firm size
-approach
-location

Question 4

targeting vs positioning?

Answer 4

-after segmentation you would choose the best-fit segments to target and best way to position the product in the cusotmers mind

Question 5

what are the four core p’s for the marketing mix?

Answer 5

-product
-price
-place
-promotion

Question 6

what are the 3 add on p’s in the marketing mix?

Answer 6

-people
-process
-physical evidence

Question 7

what are the branding and perception types?

Answer 7

-premium
-Economy
-Bargain
-cowboy

Question 8

push promotion?

Answer 8

this is when a firm approaches an intermediary for marketing purposes?

Question 9

pull promotion?

Answer 9

this is when a firm directly approaches customers for marketing purposes.