MKTG 2800 Study Guide - Midterm Guide: Telemarketing, Psychographic, Loss Leader

• School: University of Denver
• Department: Marketing
• Course: MKTG 2800
• Professor: Besharat Ali

Document Summary

Putting people in groups with common trends. Psychographic: mental or emotional (personality, aspirations (lifestyle) Behavioral: where they buy, what they want, when/why buy. Features: micro-fridge good for college students. Criteria for selecting segments: simplicity/cost effectiveness, increased profit potential, similar needs, difference among segments, some type of marketing to reach them. Criteria for selecting target markets: market size, expected growth, competitive position of company in market, cost of reaching sesgment, compatibility with org"s objectives/resources. Head-to-head: competing directly with competitors, similar products, same target market. Differentiation: less competitive, smaller/different market, make brand different. Napisan: was used for diapers when they were washed, now just for tough stains. Product ads (sell good/service: pioneering (information) what it is, competitive (persuasive) features, reminder reinforcement, advocacy states position on issues, pioneering institutional informational. Institutional ads (build good image for company: competitive institutional advantages of product, reminder institutional company name to attention. Non-personal presentation of organization, good, or service. Shows max products customers will buy at price.