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Chapter 5

MGTA02H3 Chapter Notes - Chapter 5: Mia Hamm, Psychographic, Target Market


Department
Management (MGT)
Course Code
MGTA02H3
Professor
Chris Bovaird
Chapter
5

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Chapter 5 Marketing (I)
The Myth of “the better mousetrap”
The 4 P’s
The “Marketing Concept”
The “World won’t buy Nothing”
That notion that you can invent something new, doesn’t mean it is better or people will want it
Just because you can make something, doesn’t mean people want to buy it.
As marketing managers, you figure out what people need, and figure out what people want.
Problem with mice in Boston in the 1940s. If a visionary entrepreneur could build a better mousetrap, First
Question: How much are you willing to pay for it? Second Question: How much are you prepared to pay for it?
Third Question: What’s the best way from their point of view that i can excite them about it, and if they want to
buy it they can make an informed decision?
The 4Ps of Marketing
In order to satisfy customers' needs, marketing managers must ensure they are producing goods or services that:
have features that consumers want. i.e. the right - PRODUCT
at a price they can afford or are prepared to pay - PRICE
the product/service is made known - PROMOTION
that it convenient to obtain PLACE
The Marketing Concept
Well managed businesses don't sell what they have (product focus),
Well managed business sells what customers want (customer focus).
Example:
MacDonald's had long history of success and was identified with hamburgers.
But MacDonald's started to lose sales (and profits) when consumers became more health
conscious.
Result - MacDonald's began to sell salads, other healthier foods.
Sales and profits recovered
Right product, Right price, promote it, get it to the right place
Only finite amount of resources
Your job as a manager is to figure out “who might buy my product?”

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Markets and "Target" Markets
But, which customers....
Marketing manager's first job, determine whether there is:
a group, or groups who are willing and able to buy your product(s).
Such a group referred to as "a market"
With limited time, limited resources, no business can sell to everybody.
The whole world won't buy a business' firm's products.
Marketing managers begin by figuring out who will.
Target market
The specific group for whom the business develops and maintains appropriate Products, at the right Price, to whom
they Promote them, and at whose Place they are available.
Market Segmentation
Marketers divide and cut the world up into smaller and smaller groups of similar people whose needs, wants, and
attitudes to the product are likely to be similar.
This activity is called "segmentation"
Demographic Segmentation
identifying people by their population characteristics:
age
gender
ethnicity
education
income
Psychographic Segmentation
dividing people by what goes on in their hearts and minds:
personality
attitudes
motives
beliefs
Geographic Segmentation
identifying people by where they live
region
urban vs. suburban
climate
Nike is good at Segmentation. When Michael Jordan became spokesperson 15-20 years ago, he played for a urban big city
team. Who do they want to buy running shoes? Start with Americans, Males, 14 24 year old Males, possibly black males.
And you make the black urban toughness look good. Come up with slogans like “You do not win silver, you lose gold”.
Because you are trying to sell products to kids who want to become winners. You get the demographics , psychographics,
therefore they ended up selling a lot of running shoes to people who wanted to be JUST LIKE MIKE.
Nike than went to Mia Hamm ( a female soccer player ) to become their spokesperson also, than after they went to Tiger
Woods.
Marketing not about selling what you've got. (product focus)
Marketing is about selling what they want. (customer focus)
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