Professional Documents
Culture Documents
Consumer Marketing
Business Marketing Business Marketing Consumer Marketing
Brachs
Fruit Producers
Fruit is grown & harvested Fruit is processed into various forms
(jelly beans)
Winn-Dixie
(jams, jellies, etc.)
You
Kelloggs
(Pop Tarts)
Processed fruit is included as ingredients in foods
Raw Materials
- Farm Products - Natural Products (e.g., iron ore, lumber)
Manufactured Materials/Parts
- Component Materials - Component Parts (e.g., tires, microchips)
Accessory Equipment
- Light Factory Equipment (e.g., lift trucks) - Office Equipment
Business Services
- Maintenance & Repair Services - Business Advisory Services
Raw Materials
Manufactured Materials
Assembly
Component Parts
Finished Lawnmower
Purchase Order Copied, a facilitating product Number, type, style of mowers determined by research, a facilitating service
Buyers market
Seller-maintained relation
Low
Sellers market
Norm Development
Expectations Development
4. Commitment Shared values and decisionmaking structures support joint investment in relationship. 0 Sellers dependence on buyer Buyers dependence 0 on seller
Market Segmentation
Substantiality
Responsiveness
Demographic
Psychographic
Benefits
Usage Rate
Young single*
Older married*
Older unmarried*
Actualizers
Fulfillers
Achievers
Experiencers
Believers
Strivers
Makers
Strugglers
Source: The VALS 2 Categories. Reprinted by permission of SRI International, Menlo Park, California.
Minimal resources
Business to Business
Undifferentiated Strategy
Concentrated Strategy
Multisegment Strategy
Multisegment Targeting
Benefits
Potentially greater sales volume Higher profits Larger market share Economies of scale in: manufacturing marketing
Costs
Production design costs Production costs Promotion costs Inventory costs Market research costs Management costs Cannibalization
Positioning Bases
Attribute Price and Quality
Product Class
Competitor
Marketing Research
Collect Data
Analyze Data Prepare/ Present Report Follow Up
Disadvantages
Often doesnt provide a sufficient answer
Description
Sales Invoices, Accounting Records, Previous Market Research Companies Such As A.C. Nielsen, Arbitron, IMS International Associations Such As National Industrial Conference Board, National Retail Merchants Association Variety of Nonprofit Organizations Advertising Age, Sales Management, Product Marketing, Selling Power Federal Government publications such as Census of Housing, Census of Manufacturers, Economic Indicators
Disadvantages
Time-consuming
Expensive
Mall Intercept
Telephone (Interviewer) Telephone (Central)
Consumer Products
Convenience Products Shopping Products
Specialty Products
Unsought Products
Product Lines
Advertising Economies Package Uniformity
Standardized Components
Efficient Sales and Distribution Equivalent Quality
Toiletries
Series Adorn Toni Right Guard Silkience Soft and Dri Foamy Dry Look Dry Idea Brush Plus
Writing instruments
Paper Mate Flair
Lighters
Cricket S.T. Dupont
Breakfast Cereals
Alpha-Bits Fruit & Fiber Grape-Nuts Honeycomb Pebbles Post 40% Bran Flakes Post Raisin Bran Post Toasties Smurf-Berry
Baked Goods
Entenmanns Hostess Snacks
Beverages
Country Time Lemonade Crystal Light
Crunch
Breakfast Cereals
Alpha-Bits Fruit & Fiber
Beverages
Country Time Lemonade
Pebbles
Flintstones Post 40% Bran Flakes Post Raisin Bran Post Toasties Smurf-Berry Crunch
Kool-Aid
Tang Sweet Stuff
Product Modifications
Branding
Individual
Family
Co-Branding
Combination
Manufacturers Brand
Private Brand
Individual Brand
Family Brand
Individual Brand
Family Brand
Packaging
Contain and Protect
Promote
Functions of Packaging
Facilitate Recycling
MKTG 501
Marketing Rocks!