Principles Of Marketing
17th Edition
ISBN: 9780134492513
Author: Kotler, Philip, Armstrong, Gary (gary M.)
Publisher: Pearson Higher Education,
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- MARKET SEGMENTS Convenience driven consumers These are consumers that are looking to simplify the purchase, or its process, and are primarily seeking the benefit of convenience. Budget conscious shoppers These consumers may make their purchase decision based on the lowest price, or select the product that represents the best value for money. Focus on quality This is a segment of consumers who are interested in higher quality products and services. Many consumers in this segment believe that buying higher quality represents better value over time. Rational, value for money The consumers in this market segment are more involved in the purchase decision and look to make decisions on a “best product solution” basis. Attracted to strong brands This market segment is less involved in their purchase decision, and will rely upon a strong brand to guide their purchase decision. Environmentally aware This is an emerging segment consisting of people who take into account the…arrow_forwardThe six phases of the product development process.need breif explanation plzarrow_forwardRegarding product attributes which is correct? O A product has more attributes than tangible and intangible ones ONeither tangible nor intangible product attributes are important O Tangible product attributes are more important than intangible ones O Both tangible and intangible product attributes are important Intangible product attributes are more important than tangible onesarrow_forward
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