MKT 340 Study Guide - Midterm Guide: Takers, Generation Z, Mass Marketing
25 Mar 2016
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Document Summary
Dividing a market into disinct groups of buyers who have diferent needs, characterisics, or behaviors, and who might require separate products or markeing programs. Understand the marketplace and customer needs and wants (markeing concept) Construct integrated markeing program that delivers superior value equity. Capture value from customers to create proits and customer. Markeing exchange markeing occurs when people decide to saisfy their needs and wants through an. Exchange (the act of obtaining a desired object from someone by ofering something in return. Consists of creaing, maintaining, and growing desirable exchange relaionships with target audiences. Paying more atenion to the speciic products a company ofers than to the beneits and experiences produced by these products. (focusing too much on customer exising wants and not underlying needs. ) Producion concept customers choose highly available and afordable products (ex. Customers favor high quality products with the most features and best performance (ex. ipad: super expensive, gen x usually wants to buy these)
