Types of Marketing
Topic 4352
Mr. Christensen
Marketing
• The task of finding, developing and
profiting from business opportunities by
fulfilling customer needs.
Marketing Types
• Marketing directly to the consumer to
satisfy their needs (actual or perceived).
• Business to business marketing—goods or
services purchased for use in the production
of goods and services.
Consumer Marketing
• Mass marketing—one product for the entire
market. Push and pull of the market to
realize economies of scale (example: Cocacola)
Consumer Marketing
• Target marketing—grouping consumers
with similar needs (market segments) and
more narrowly defined niche markets-unique needs (example: gourmet coffees)
Consumer Marketing
• Customer-level marketing--customized
products and personalized services—by
joining computers, customer databases and
flexible manufacturing (example: unique
vehicles with specified options)
Consumer Buyer Behavior—
Decision Process
•
•
•
•
•
•
Awareness— learns of product
Interest—is stimulated
Evaluation—evaluates product information
Trial—experiments with the product
Decision—buys or rejects the product
Reinforcement or rejection—evaluates
buying decision each time of purchase
Product Adopters
•
•
•
•
•
Innovators are first
Early adopters
Early majority
Late majority
Laggards
From the University of Chicago:
Gsbwww.uchicago.edu/fac/pradeep.chintagunta/teaching/37400/Session3/technology.pdf - Similar pages
Business to Business Marketing
• Business buyers make purchases based on how the
purchase will affect the company’s profits.
•
•
•
•
•
•
Awareness of the problem.
Determination of the problem’s cause.
Search for alternative solutions.
Evaluation of alternative solutions.
Choice of a solution.
Evaluation of the decision.
Government/institutional
Markets
• Special rules/reporting for contracting—
generic requirement and lowest bidder
• Needs and requirements are often
specialized
• New and old must be blended,
support/training/reliability is a major
requirement
Business or Consumer
Who is the intended audience?
Mass Marketing?
Niche Marketing?
Target Marketing?
Who is the intended audience?
Business or Consumer
Mass Marketing?
Target Marketing?
Niche Marketing?
From the May-June 2003 Successful Farming and the 2003 Holiday Cookbook
Lansing Community Newspapers
Who is the intended audience?
Business or Consumer
Mass Marketing?
Target Marketing?
Niche Marketing?
From the May-June 2003 Successful Farming
Who is the intended audience?
Business or Consumer
Mass Marketing?
Target Marketing?
Niche Marketing?
From the May-June 2003 Successful Farming
Who is the intended audience?
Business or Consumer
Mass Marketing?
Target Marketing?
Niche Marketing?
From the May-June 2003 Successful Farming
Who is the intended audience?
Business or Consumer
Mass Marketing?
Target Marketing?
Niche Marketing?
2003 Holiday Cookbook Lansing Community Newspapers
Who is the intended audience?
Business or Consumer
Mass Marketing?
Target Marketing?
Niche Marketing?
From the U.S. Navy information office www.chinfo.navy.mil/navpalib/images/image-cv.html