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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