The role of the marketing department Flashcards
what is the role of marketing department?
- help to achieve the business objectives
- raise awareness of products
- increase the number of customers
- anticipate what customers want
what are the three sections of the role of marketing?
- identify
- ## anticipate
what are the marketing segments?
- Age – toys
- Gender - xbox
- Occupation – cameras – photography
- Income - cars
- Location – umbrellas
- Religious or cultural belief – bible
why is using target marketing beneficial?
- Products can be tailored to the requirements of the customer
- Prices set to reflect the target market
- Product is sold in the most appropriate place
what are the two days to target markets?
differentiated and undifferentiated
what is differentiated marketing?
is when business tailor their products to match the needs of their target market
what is undifferentiated marketing?
If all consumers need is identical, the business can target the market as a whole is undifferentiated
what is market led?
When a businesses/ marketing effort are market orientated/ led.
market led products are produced based on what?
what the customer wants
market led
how are needs and wants are identified?
by doing market research.
can there be significant competition in market led?
significant competition
what is product led?
When a businesses marketing effort are product orientated
how are products produced in product led?
Product produced is as the organisation thinks they are good at providing it
product led means the market what?
does not necessarily have a need for it
in product led does market research occur and why?
Little or no market research as the needs and wants of the customer are not regarded as important.
what does consumer behaviour help businesses decide?
how the product is marketed and predict future trends
what are consumers behaviour trying to find the answers to?
why, who, what and where?
if businesses answer these consumer behaviour questions what will they do?
develop a successful marketing campaign
consumer behaviour questions…
why?
why are they buying it?
status, need, want, trend
consumer behaviour questions…
what?
What motivates/ influences them to buy?
POS, layout, promotions
consumer behaviour questions…
where?
Where do they chose to buy from?
Online, store, for convenience
consumer behaviour questions…
who?
Who buys the product?
What target does it appeal to?
what are three types of consumer behaviour?
- impulse
- routine
- informed
consumer behaviour
impulse…?
buying something without thinking – spur of the moment decision. Promotion or product placement (till points) Usually small value items
