Applying targeted-marketing principles to consumer durables
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Applying targeted-marketing principles to consumer durables working paper by Barry L Bayus

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Published by Marketing Science Institute in Cambridge, Mass .
Written in English

Subjects:

  • Direct marketing,
  • Durable goods, Consumer -- Marketing

Book details:

Edition Notes

StatementBarry L. Bayus
SeriesReport -- no. 91-108, Report (Marketing Science Institute) -- no. 91-108
ContributionsMarketing Science Institute
The Physical Object
Pagination22 p. :
Number of Pages22
ID Numbers
Open LibraryOL17932141M

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Marketing origination with the recognition of a need on the part of a consumer and termination with the satisfaction of that need by the delivery of a usable product at the right time, at the right place, and at an acceptable price. The consumer is found both at the beginning and at the end of the marketing Size: 1MB. Another basis for segmentation is behavior. Some consumers are “brand loyal”—i.e., they tend to stick with their preferred brands even when a competing one is on sale. Some consumers are “heavy” users while others are “light” users. For example, research conducted by .   Today, Segmentation, Targeting and Positioning (STP) is a familiar strategic approach in Modern Marketing. It is one of the most commonly applied marketing models in practice. In our poll asking about the most popular marketing model it is the second most popular, only beaten by the venerable SWOT / TOWs matrix.   Marketing Strategy: First Principles And Data Analytics (appx. $56) is designed to integrate with market simulation software, so you can see how the concepts apply in real time. This also makes it an ideal guide for the data-driven student.