Marketing prelim 2

decision making unit of a buying organization
Click the card to flip 👆
1 / 23
Terms in this set (23)
decision making unit of a buying organization
buying center
those who use the product or service
user
directly influence the buying deacons but do not themselves make the final decision
influencers
select product requirements & supplies
deciders
authorize proposed actions of deciders or buyers
approvers
have formal authority for selecting suppliers and arranging the terms of purchase
buyers
have the power to prevent sellers or info from reaching members of the buying center
gatekeepers
major influences on buying decision
environmental, organizational, individual, buyer, interpersonal
organizational buying process
1. problem recognition 2. general need description 3. product specification 4.supplier search 5.prospoal solicitation 6.supplier selection 7. order routine specification 8. performance review
steps in segmenting, targeting, positioning
segmentation: 1. identify the bases for segmenting the market 2. develop profiles of resulting segments
targeting: 3. develop measures of segment attractiveness 4. select target segments
positioning: 5. develop positioning for each target segment 6. develop marketing mix for each target segment
brand v brandingbrand = story of company branding= story & signal, how the story will reach the customer, strategyways to communicate a brand (from easiest/weakest to hardest/strongest)what & how, who, whymost successful brand can...personify their brand in a charactersteps to create a brand1. plan 2. inside out 3. reinvent old touch points 4.create new touch points 5.unlock word of mouth 6. keep it freshmarket segment characteristicsmeasurability, accessibility, substantiality, actionabilitydegree to which the segment's size and purchasing power can be measuredmeasurabilitydegree to which segments can be assessed and servedaccessibilitydegree to which segments are large or profitable enough to serve as marketssubstantialitydegree to which effective programs can be designed for attracting and serving segmentsactionabilityplacing a brand in that part of the market where it will have a favorable reception compared to competing productspositioningadded value endowed on products & services. can be reflected on how consumers think, feel, act with respect to brandbrand equityideas are gained from internal sources, customers, competitors, distributors, and suppliersidea generationpurpose of screening is to spot good ideas and drop poor ones as soon as possibleidea screening