ADM 2320 Lecture Notes - Lecture 6: Psychographic, Marketing Mix, Real Income

37 views6 pages

3 May 2018

School

Department

Course

Professor

For unlimited access to Class Notes, a Class+ subscription is required.

Chapter 6

Segmentation, Differentiation, Positioning

• All plans ask 3 questions:

o Where are we nows? Situation analysis

o How are we going to get there? 4Ps

o Where do we want to go? Segmentation, differentiation, positioning

Promotion Seeks to Shift the Demand Curve

• To be more inelastic

• To the right

• Both to the right and more inelastic

find more resources at oneclass.com

Unlock document

This preview shows pages 1-2 of the document.
Unlock all 6 pages and 3 million more documents.

Already have an account? Log in

Product Differentiation

• Core and tangible product: features, benefits, durability, reliability

• Augmented product: delivery, installation, ease of ordering

• Person: reliability, credibility, training, courtesy

• Channels: coverage, expertise, performance

• Atmospherics

Differentiated

• Product specialization

• Market specialization

find more resources at oneclass.com

Unlock document

This preview shows pages 1-2 of the document.
Unlock all 6 pages and 3 million more documents.

Already have an account? Log in

Get access