M2: RESUMEN
Toma de decisiones
Proceso
Comportamiento poscompra
Compra
Evaluación de alternativas de compras
Factores individuales y sociales
Búsqueda de información
Reconocimiento del problema
Tipos
Comportamiento de respuesta rutinaria
Toma de decisiones limitada
Toma de decisiones extensa
Involucramiento menor
Involucramiento mayor
Factores que afectan
Experiencia Previa
Interés
Riesgo Percibido
Situación
Visibilidad Social
Píramide de necesidades de Maslow
Capítulo 3: Segmenting Target Market
Market: people or organizations with needs or wants and the ability and willingness to buy
Market segment: a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs
market segmentation: the action. Enable the marketer to tailor marketing mixes to meet the needs of one or more specific segments
helps marketers define customer needs and wants more precisely.
enables marketers to identify groups of customers with similar needs and to analyze the characteristics and buying behavior of these groups.
provides marketers with information to help them design marketing mixes spe-cifically matched with the characteristics and desires of one or more segments.
Identifiability and measurability: Segments must be identifiable and their size measurable.
Substantiality: A segment must be large enough to warrant developing and maintaining a special marketing mix.
Accessibility: The firm must be able to reach members of targeted segments with customized marketing mixes
Responsiveness: Markets can be segmented using any criteria that seem logical.
segmentation bases (variables) characteristics of individuals, groups, or organizations
Geographic: region of a country or the world, market size, mar-ket density, or climate
Psychographic market segmentation on the basis of the following psychographic segmentation variables:
personality, motives, lifestyle, geodemographics (barrios)
Demographic: age, gender, income, ethnic background, and family life cycle
Usage rate: former users, potential users, first-time users, light or irregular users, medium users, and heavy users
family life cycle (FLC) is a series of stages deter-mined by a combination of age, marital status, and the presence or absence of children.
Benefit segmentation: process of grouping customers into market segments according to the benefits they seek from the product. based on the assumption that this variable and customers’ needs are related
80/20 rule
Business market: producers, resellers, government, and institutions
satisficers business customers who place an order with the first familiar supplier to satisfy product and delivery requirements
optimizers business customers who consider numerous suppliers (both familiar and unfamiliar), solicit bids, and study all proposals carefully before selecting one
Segmenting markets steps
Select a market or product category for study
Choose a basis or bases for segmenting the mar-ket:
Select segmentation descriptors: who to go after. Low users, medium, high...
Profile and analyze segments: size, expected growth, pur-chase frequency, current brand usage, brand loy-alty, and long-term sales and profit potential.
Select markets
Design, implement, and maintain appropriate marketing mixes
target market is a group of people or organizations for which an organization designs, implements, and maintains a marketing mix intended to meet the needs of that group, resulting in mutually satisfying exchanges
undifferentiated targeting strategy a marketing approach that views the market as one big market with no individual segments and thus uses a single marketing mix
concentrated targeting strategy a strategy used to select one segment of a market for targeting marketing efforts
multisegment targeting strategy a strategy that chooses two or more well-defined market segments and develops a distinct marketing mix for each.
cannibalization a situation that occurs when sales of a new product cut into sales of a firm’s existing product
CRM
Time saving
Personalization
Loyalty
Technology
Although mass marketing will probably continue to be used, especially to create brand aware-ness or to remind consumers of a product, the advantages of CRM cannot be ignored.
position: place a product, brand, or group of products occupies in consumers’ minds relative to competing offerings
positioning developing a specific marketing mix to influence potential customers’ overall perception of a brand, product line, or organization in genera
product differentiation a positioning strategy that some firms use to distinguish their products from those of competition
Perceptual mapping is a means of displaying or graphing, in two or more dimensions, the location of products, brands, or groups of products in customers’ minds.
cap 6: PRODUCTS
Product: everything, both favorable and unfavorable, that a person receives in an exchange
Consumer product
Line, item, mix
Uses of branding: product identification, facilitate new products sales
Uses of packaging and labeling: contain and protect products; promote products; and facilitate the storage, facilitate recycling and reduce environmental damage.
Warranties
Global issues: translation
business
consumer
convenience product: a relatively inexpensive item that merits little shopping effort
shopping product a product that requires comparison shopping because it is usually more expensive than a convenience product and is found in fewer stores
heterogenious: not classified.
homogeneous: for example, washers, dryers, refrigerators, and televisions.
unsought producta product unknown to the potential buyer or a known product that the buyer does not actively seek
specialty product a particular item for which consumers search extensively and are very reluctant to accept substitute
Line: group of closely related product items. There can be a contraction or extension
item: a specific version of a product that can be designated as a distinct offering among an organization’s products
product mix all products that an organization sell
Advertising economies: Product lines provide economies of scale in advertising. Several products can be advertised under the umbrella of the line
Efficient sales and distribution:
Standardized components: Product lines allow firms to standardize components, thus reducing man-ufacturing and inventory costs
Package uniformity
Product line depth is the number of product items in a product line
Product mix width (or breadth) refers to the number of product lines an organization offers
PRODUCT MODIFICATION (quality, functionality, style)
Planned obsolescence is a term commonly used to describe the practice of modifying products so that those that have already been sold become obsolete be-fore they actually need replacement.
brand a name, term, symbol, design, or combination thereof that identifies a seller’s products and differentiates them from competitors’ products
brand name that part of a brand that can be spoken, including letters, words, and numbers
brand mark the elements of a brand that cannot be spoken
brand equity the value of a company or brand name
global brand a brand that obtains at least a one-third of its earnings from outside its home country, is recognizable outside its home base of customers, and has publicly available marketing and financial data
brand loyalty consistent preference for one brand over others
manufacturer’s brand the brand name of a manufacturer
private brand a brand name owned by a wholesaler or a retail
captive brand a brand manufactured by a third party for an exclusive retailer, without evidence of that retailer’s affiliation
individual branding using different brand names for different products
family branding marketing several different products under the same brand name
co-branding placing two or more brand names on a product or its package
trademark the exclusive right to use a brand or part of a brand
service mark a trademark for a service
generic product name identifies a product by class or type and cannot be trademarke
persuasive labeling a type of package labeling that focuses on a promotional theme or logo, and consumer information is secondar
universal product codes (UPCs) a series of thick and thin vertical lines (bar codes) readable by computerized optical scanners that represent numbers used to track product
formational labeling a type of package labeling designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase
s
adaptation and modofication
different brand names in different markets
one brand everywhere
warranty a confirmation of the quality or performance of a good or service
express warranty a written guarantee
implied warranty an unwritten guarantee that the good or service is fit for the purpose for which it was sold