MGMT 105 Lecture Notes - Lecture 4: Perceptual Mapping, Marketing Mix
Document Summary
Buying processes: many b-to-b marketers find it helpful to segment buyers and prospective buyers on the basis of how they buy. Segmenting by buyer type allows business marketers to tailor their marketing mixes to the unique needs of particular types of organizations or industries. Volume of purchase (heavy, moderate, light) is a commonly used basis for business segmentation. The ways in which buyers use a product may influence the amount they buy, their buying criteria, and their selection of vendors. Satisficers are just trying to get a need met. Maybe they perceive purchases as lower risk, lower involvement. Optimizers are considering many suppliers, trying to make the best choice. A target market is a group of people or organizations for which the brand/business designs, implements, and maintains a marketing mix to meet that group"s needs. Marketing mix is the combination of methods used to reach consumers (tv, radio, etc) Two or more well defined segments, goes after both.
