Exam 2 Flashcards
an aggregate of people who as individuals or organizations have needs for products in a product class and who have the ability and willingness and authority to purchase such products
market
Name of 2 types of market and describe them
Consumer Market - people purchase products for personal use
Industrial Market - businesses who purchase products to either resell or use to make other products
identifying groups of people with common needs
segmenting
select segment of a market that has a potential to respond to a product
targeting
create a certain image in mind of consumers
positioning
Example of positioning products in terms of Jeans
Company A - comfortable jeans
Company B - function jeans
Company C - durable jeans
Company D - sexy jeans
Describe city size in terms of market segmentation
city size is the total number of people who live in a specific city ex. Cedar falls has 100,000 people who live their and olive garden bases where they place their stores based on population of cities
Describe city size in terms of market segmentation
total potential number of buyers in a market ex. Office depot makes decisions on where to place stores in terms of how many potential buyers they could have in an area
lifestyle variable that consists of shoppers that shop at supermarkets, cook at home, and shop frequently
avid shoppers
lifestyle variable where the consumers are childless, are men or women, and eat a lot of takeout
kitchen strangers
lifestyle variable where people come from low income households
constrained shoppers
lifestyle variable where people are very busy, they eat at home but they take cooking shortcuts
hurried shoppers
life style variable where older working class where all their children have left the home
Unfettered shoppers
lifestyle variable where the consumer is elderly and are light eaters
Kitchen Birds
Describe the different usage rates and how they motivate consumers in a market
heavy usage rate - ex. frequent flyer miles
moderate usage rate - coupons
light - free sample
method of targeting where you target a everyone in a market with products everyone uses ex. sugar
mass marketing, total marketing, undifferentiated strategy
method of targeting where one segment of a market is targeted for a product
concentrated marketing
two or more segments of a market targeted with a product
multi-segmented strategy
Describe the three types of positioning
- by attribute - volvo makes a very strong vehicle
- by quality/price - Wal-mart- price Nordstrom -quality
- competitor - hertz might be number one but avis is working on being better
the purchase behavior of producers, re-sellers, gov’t units and institutions
Organizational Buying Behavior
buy products to use in making their own product
producers
buy finished goods to resell them to consumers
resellers
Government markets
federal, state and local governments buying things for their citizens ex. roads, schools
Institutional Markets
hospitals, fraternities, and sororities
Describe the 3 characteristics of organization transactions (relative to the consumer)
- purchase larger quantities/ purchases
ex. 30 computers for a business over one for a consumer - longer negotiations
ex. prices consumers will take the price whereas organizations will try to get a lower price because they are buying more - reciprocity
ex. GM gives a car to good year in exchange for tires for cars
3 Attributes of organizational buyers
- better informed
- request detailed information
- buyer does best while purchasing
3 Types of Purchases
- New task purchase - buy a computer for the 1st time
- Modified Re-buy purchase - buy a computer with different terms of sale
- Straight Re-buy purchase - buy computer with the same terms of sale
5 Steps of purchasing in an institution
- Users request product - students/professors/staff request computers
- Influencer form a plan - technical department
- Deciders accept or reject plan - dean
- Buyers choose the vendor to purchase from
- Gatekeepers manage the plan - secretaries
we can classify products based on how long we use them and example of this classification is a pop
consumable
we can classify products based on how long we use them and example of this classification is an appliance
durable
we can classify products based on how long we use them and example of this classification is a durable good that has become a consumable an example of this is a disposable camera
disposable