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Chapter 11 - Marketing (Key Terms/Definitions (Market (Set of people who…

- - - - Accessible
        
        able to reach the segment and deliver services
      - Differentiable
        
        Segments unique
      - Actionable
        
        attract and serve the segment
      - Measurable
        
        how many people in your segment and measurable characteristics
      - Substantial
        
        segment large enough; effective & efficient
    - - Geographic
      - Demographic
      - Psychographic
      - Behavioral
      - Benefits
  - - - program, information, ideas, good, services, events
    - - cost
    - - Where?
    - - (1) increase product awareness
        (2) persuade people to use/buy
        (3) reminder that product exists