Concetti Chiave
- Marketing involves planning to identify and satisfy customer needs profitably through products or services.
- Successful marketing requires the right product, place, price, packaging, and promotion.
- Key marketing activities include determining customer needs, identifying market segments, selecting a target market, and defining a marketing mix.
- Market research gathers data on consumer preferences using field research (primary) and desk research (secondary).
- Market segmentation categorizes consumers by variables like age, income, and location to target specific markets effectively.
The marketing process
• Marketing is a planning process that identifies the needs and wants of potential customers in order to create a product or a service to satisfy them in a profitable way.
• Successful marketing means: having the right product, on sale in the right place, at the right price, in the right package, using the right promotion.
• Every business should:
- determine customers’needs through market research;
- Identify market segments;
- Select the target market;
- Identify a marketing mix.
Market research methods
• Market research is the study of market and is used to obtain data and analyze information about consumers’ preferences for goods and services.
• There are two main methods of market research:
- Field research: This type of research is also called primary research. It is carried out going out into the market place and finding directly information using different techniques: internet, telephone.
Field research provides up-to-date specific data.
- Desk research: This type of research is called secondary research because it is based on information gathered and published.
Desk research is cheaper than field research because the information is found easily and is instantly.
Segmentation and target market
• Marketing experts divide consumers into different categories called market segments. There are different variables that may be used in segmenting the market: age, sex, income, occupation, social class, family size, education, geographical location, ethnicity.
• The target market is where to target a particular product or service. The choice of a target market will depend on factors such as the size of the segment, competition in the segment, sales and potential profit.
Domande da interrogazione
- What is the primary goal of the marketing process?
- How do marketing experts determine the target market for a product or service?
The primary goal of the marketing process is to identify the needs and wants of potential customers to create a product or service that satisfies them profitably. This involves having the right product, in the right place, at the right price, with the right packaging and promotion.
Marketing experts determine the target market by segmenting consumers into categories based on variables like age, sex, income, and more. The choice of a target market depends on factors such as the segment's size, competition, sales, and potential profit.
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