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Benefits Sought - Marketing - Lecture Slides, Slides of Marketing Management

Marketing is among the core subjects in Management field. In the following Lecture Slides, the Lecturer has put emphasis on these fundamentals of marketing : Benefits Sought, Products, Revlon Cosmetics, Toothpaste, Best Segmentation, Base, Determine Market, Boundaries, Segmentation Bases, Segmentation Data

Typology: Slides

2012/2013

Uploaded on 07/29/2013

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Benefits Sought in Products
Levi’s Jeans: DURABILITY
Elmer’s Glue-All : ADHESION
Revlon Cosmetics:
HOPE
Lego Toys: POSSIBILITIES
Close-Up Toothpaste: WHITER TEETH
AND FRESH BREATH
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Benefits Sought in Products^ Levi’s Jeans: DURABILITYElmer’s Glue-All : ADHESIONRevlon Cosmetics:

HOPE

Lego Toys: POSSIBILITIESClose-Up Toothpaste:

WHITER TEETH

AND FRESH BREATH

The Best Segmentation Base^ A combination of bases!Like…..BENEFITS + DEMOGRAPHICSBENEFITS + PSYCHOGRAPHICSUSAGE RATE + BENEFITS

Targeting Segments^ Targeting a segment involveschoosing the one or ones that arepotentially most profitable.^ Also important is

response sensitivity

the likelihood that the segment willreact favorably to a marketingprogram.

Reasons Not to Target theLargest Segment^ Large segments do not always offer thebest opportunity.Often the largest segment faces veryheavy competition.Consumers in those segments may bevery satisfied with the products orbrands of competitors.

Positioning^ A process in which a marketercommunicates with consumers toestablish a distinct place for itsproduct or brand in their minds.

On the following scale please place a check on the positionthat describes your beliefs about the brand: Miller Heavy taste^

Light taste |--------------------|--------------------|--------------------|--------------------|Dark color^

Light color |--------------------|--------------------|--------------------|--------------------| Budweiser Heavy taste^

Light taste |--------------------|--------------------|--------------------|--------------------|Dark color^

Light color |--------------------|--------------------|--------------------|--------------------|

Heavy taste Dark Color^ Light taste

Light color

o Budweisero Budweisero Budweisero Budweiser O MILLER BEER^ O MILLER LITE O GUINESS STOUT