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Table of Contents

  1. Topic pack - Marketing - introduction
  2. 4.1 The role of marketing - notes
  3. 4.1 The role of marketing - questions
  4. 4.2 Marketing Planning - notes
    1. Marketing planning
    2. The marketing mix
    3. The Total Product Concept
    4. Ethics of marketing
    5. Marketing audit
    6. Porter's five forces
    7. Porter's five forces - activities
    8. Marketing objectives
    9. Market research - introduction
    10. The role of market research
    11. Primary and secondary research
    12. Primary research - information gathering techniques
    13. Observations - case studies
    14. Group-based market research
    15. Market research - summary
    16. Questionnaires
    17. Sampling
    18. Methods of sampling - introduction
    19. Main methods of sampling
    20. Sampling errors
    21. Market segmentation
    22. Consumer Profiles
    23. Types of segments
    24. Demographic segmentation
    25. Psychographic segmentation
    26. Psychographic segmentation - case study
    27. Geographic segmentation
    28. Industrial markets
    29. Targeting
    30. Positioning
    31. Corporate image
    32. Position/perception maps
    33. Unique selling point/proposition USP
    34. Marketing strategies and tactics
    35. Sales forecasting
    36. Qualitative forecasting/data
    37. Forecasting and correlation
    38. Forecasting techniques
    39. Constructing time-series analysis
    40. Moving average
    41. Four point moving average - worked example
    42. Identifying the seasonal variation
  5. 4.2 Marketing planning - questions
  6. 4.3 Product introduction - notes
  7. 4.3 Product - questions
  8. 4.3 Product - simulations and activities
  9. 4.4 Price - notes
  10. 4.4 Price - questions
  11. 4.4 Price - simulations and activities
  12. 4.4 Promotion - notes
  13. 4.5 Promotion - questions
  14. 4.6 Place (distribution) - notes
  15. 4.7 International marketing - notes
  16. 4.7 International marketing - questions
  17. 4.8 E-commerce - notes
  18. 4.8 E-commerce - questions
  19. Printable version

Industrial markets

So far we have concentrated on consumer markets, but B2B providers will segment their markets as well. Some characteristics may include:

  • Type of business
  • Size of business
  • Size of purchase
  • Creditworthiness
  • Location
  • Service requirements

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1
Socio economic groups

Can you match the description below to the appropriate socio-economic group?

a)
b)
c)
d)
e)
f)
Yes, that's correct. Well done.No, that's not quite right. Have another go.Your answer has been saved.
Check your answer

Why do marketers divide markets into segments?

A successful attempt at dividing a market into segments should allow the firm to focus more carefully on the characteristics of the market, so:

  • Increasing market share and sales by targeting specific groups with appropriate products
  • Entering new markets having clearly identified characteristics and needs of new target groups
  • Launching new products at groups whose tastes are more in line with what the product has on offer
  • Diversifying across markets having tested the products strengths elsewhere and identified key consumers

It should be obvious to you by now that marketing is very much more than just selling. Indeed, it verges on a science.