UGBA 10 Lecture Notes - Lecture 12: Psychographic

• School: Berkeley
• Department: Business Administration, Undergraduate
• Course: UGBA 10
• Professor: Briginshaw John

Document Summary

Marketing: creating value for customers, building strong customer relationships in order to capture that value (via pricing) from customers. Market: group of end users with a need, desire, and means to fill it; total universe of users. Customer segmentation: grouping customers so that marketers can use the same messages across large numbers w/o sacrificing relevance or efficiency. Touch points: only experiences that a brand can create to reach their customers. The capabilities or special expertise of the company. The customer need that the firm addresses / end benefit.