COMM 103 Lecture Notes - Lecture 14: Rifling, Kaustinen, Marketing Mix

• School: Queen's University
• Department: Commerce
• Course: COMM 103
• Professor: Gary Bissonette

Document Summary

Course reminders: competition round 6 decisions due sunday november 12th, peer evaluation due by tomorrow, quiz 4 closes friday november 10th, atomica information available, report due november 24th. Core basics of marketing: what customers want (need identification, how to respond (positioning, how to execute (marketing mix, how to manage the process. How to align positioning with market position: segmentation, granulation and target market identification, value curve attribute identification, customer profiling. Importance of a customer profile: understanding needs of your customers, strategically target them during marketing to get the most reaction. Need/opportunity assessment and value curve understanding: marketing research, segmentation, target market selection. Framework development and execution: value proposition, marketing mix development, message rifling and concentration. We use : pre conceived notions, false perceptions, historical experience, reliable data (maximize use of this) To drive : market position, positioning connection, customer profile.