marketing concepts memorization powerpoint.pptx

Marketing concepts for memorization

1. Marketing Concepts Memorization Melissa Williamson 10-26-25

2. The Marketing Mix product price place promotion

3. Segmentation Methods demographics geodemographic psychographics benefits

4. Product Positioning Attributes  the value proposition salient attributes symbols competition

5. Targeting Strategies  undifferentiated positioning concentrated positioning differentiated positioning  micropositioning

6. Stages of the Marketing Research Process   Defining objectives and needs Designing the research Collecting the data Analyzing data and developing insights Developing and implementing an action plan

7. Consumer Decision Process Need recognition Functional needs Psychological needs I nformation search Alternative evaluation  Purchase and consumption   Post -purchase 

8. Maslow’s Hierarchy of Needs Physiological  Safety Love Esteem Self-actualization 

9. Factors Affecting the Consumer Decision Process Psychological factors  Social factors  Marketing mix Situational factors 

10. B2B Markets Resellers  Government  Institutions  Manufacturers/ Service Providers 

11. Business-to -Business Buying Process Need recognition  Product specification Request for Proposals (RFP) process  Proposal analysis, vender negotiation, and selection  Order specification  Vender performance assessment using metrics

12. Buying Center Roles Influencer Initiator Gatekeeper  User Buyer Decider

13. Organizational Buying Culture Democratic  Consultative  Consensus  Autocratic

14. Buying Situations   New buy Modified rebuy Straight rebuy

15. References Adler, R. B., Rosenfeld, L. B., & Proctor, R. F., II. (2023). Interplay: The process of interpersonal communication ( 16th ed.). Oxford University Press.