JOUR 250 Lecture Notes - Lecture 10: Sough, Agribusiness, Psychographic
31 Jan 2018
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Document Summary
Advertising success is not just about what you say, but to whom you say it. Marketing select specific market that offer the greatest products. Unity: product"s ability to satisfy both functional need and symbolic or psychological want. 5 types of functional utility: form: provides a tangible good task: performs a task. Possession: available for purchase time: available when wanted place: available where wante. Psychic utility: offers symbolic or psychological need satisfaction, such as status or sex appeal. Exchange: trading one thing for another thing of value. Satisfaction leads to: -higher purchase -positive word of mouth satisfaction is reinforced by advertising. Steps involves in market segmentation * identifying groups with shared needs and characteristics * aggregation (combining) the groups into larger segments through a marketing mix. Target market: market segment or group within the market segment toward which all marketing activities will be directed target audience: specific group of individuals to whom the advertising message is directed.
