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Rotman Commerce (1,103)
RSM100Y1 (287)


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Rotman Commerce
John Kloppenbord

Underneath Marketing1 Consumer Psychology 2 Segmentation Targeting and Positioning 3 Products and Services 4 Market Research 5 Pricing and Promotion 6 Retailing Marketing planning and executing the development pricing promotion and distribution of ideas goods services to create exchanges that satisfy both buyers and sellers objectivesMarket making Connecting buyers and sellers Value creation Providing valuable productsservices profitably Two underlying factors Information and Physical Distribution Two basic activities Identifying customer needs and wants Getting the product to the customer not just getting customers for our best products and services but also getting products and services for our best customersDefining Competition Other ways in which people can solve the problem that you solve for themThe value FB eg Targeted advertising Databasedata mining Viral marketingSegmentation The act of slicing up the total market Targeting The act of choosing one or more slice Positioning The act of giving your product some image to people in the chosen sliceIdentifying Market Segments Search for common traits between consumers Focus on traits that affect product need or purchase behaviour Geographic region Customer demographics Customer psychographics Behavioural variablesProduct use variables Intended use
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