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Chapter: Business Science - Marketing Management - Marketing strategy

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Consumers Marketing

Markets dominated by products and services designed for the general consumer. Consumer markets are typically split into four primary categories: consumer products, food and beverage products, retail products, and transportation products.

Consumers Marketing

Definition

 

Markets dominated by products and services designed for the general consumer. Consumer markets  are  typically  split  into  four  primary  categories:  consumer  products,  food  and beverage products, retail products, and transportation products. Industries in the consumer markets often have to deal with shifting brand loyalties and uncertainty about the future popularity of products and services.

 

The mass proliferation of media channels divides and diverts consumers‘ attention like never before. Successful marketers must define a sound marketing strategy while continually adapting their tactics to the ever-shifting landscape.

In       this      intense,              highly    interactive program, senior members of Kellogg‘s renowned marketing faculty and leading marketing experts guide you through a learning experience that blends theory with sound marketing practice. Through discussions, case studies and collaborative exercises, you‘ll develop a well-defined approach for identifying attractive targets and effectively positioning products and services for them. You‘ll go home armed with winning strategies and tactics and inspired to launch them.


Service Marketing

 

A service is the action of doing something for someone or something. It is largely intangible (i.e. not material). You cannot touch it. You cannot see it. You cannot taste it. You cannot hear it. You cannot feel it. So a service context creates its own series of challenges for the marketing manager since he or she must communicate the benefits of a service by drawing parallels with imagery and ideas that are more tangible.

 

Search quality is the perception in the mind of the consumer of the quality of the product prior to purchase through making a series of searches. So this is simple in relation to a tangible product because you might look at size or colour for example. Therefore search quality relates more to products and services.

 


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