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CHAPTER 7
Reference group. Consists of all groups that have a direct or indirect influence on the
person’s attitude to or behavior.
Membership groups have direct influence on behavior.
Motive: is a need that is sufficiently pressing to drive the person act.
Technique called laddering can be used to trace a person’s motives.
Learning: learning involves changes in an individual’s behavior arising from experience.
Learning is produced through the interplay of drives, stimuli, cues, responses, and
reinforcement.
The drive is a strong internal stimulus and telling action.
Ques. are minor stimuli that term and when, where, and how a person response.
BELIEFS: Are descriptive thoughts that someone holds about something.
ATTITUDE: is a person’s enduring favorable or unfavorable evaluations, emotional
feelings, and action tendencies toward some object or idea.
INFOMEDIEARIES: think consumer reports
CHAPTER 10
Mass marketing.
In mass marketing the seller engages in the mass production, mass distribution, MS
promotion of one product for all buyers.
Micromarketing.
Happens at four levels: segments, niches, local areas, and individuals.
Market segment
The market segment consists of a group of customers to share a similar set of wants
Niches divide segments into sub segments
In past centuries, producers customize their offerings to each customer phone that Taylor
database to any Kotler the issues for each individual. The industrial revolution ushered in
an era of mass production: now coming from a standard goods in advance of folders and
let him to individuals to fit into whatever was available. Producers moved from built-toorder, built-to-stock marketing. Today the information revolution is enabling a growing
number of companies to mass customize their offerings.
Mass customization is the ability of the company to air on the man’s face is inevitably
designed products, services, programs, and communications, to meet each customer’s
requirements. Today customers are taking more individual initiative to determine what
and how to buy. They log onto the Internet; lookup information and evaluations of
products for service offers; and a dialogue with suppliers, users, and product critics; and
in many cases, designed a product they want.
Patterns of market segmentation
One. Homogeneous preference
Diffused preference
Clustered preference
EFFECTIVE SEGMENTATION
Measurable
Sustainable
Accessible
Differential
Actionable
Steps in segmentation process
Number one: needs based segmentation
Number two: segment identification
Number three segment at recognize
Number for segment profitability
Number five: segment positioning
Number six: segment acid test
Number seven: marketing makes strategy
Basis for segmenting business markets
Demographic
One. Industry
Two. Company size
Three. Location
Operating values
Four. Technology
Five. User or not use their status
Six customer capabilities
Purchasing approaches
Seven. Purchasing function organizations
Eight. Our structure
nine. Nature of existing relationships
Ten. General purchase policies
Eleven. Purchasing criteria
Situational factors
twelve. Urgency
Thirteen. Specific application
14. Size of order
Personal characteristics
Fifteen. Buyer seller similairy.
16. Attitudes towards risk.
Seventeen. Loyalty