رد: ياليت احد يفيدنا بتحديد التسويق
هذا تحديد دكتورنا الأمريكي:
Chapter 5:
Maslow Hierarchy Of Needs.
Perception
Learning, Attitudes
Decision Making Process
Post Purchase Behavior (e.g. Cognitive dissonance)
Adoption Curve
Industrial Consumer
Characteristics
Derived Demand
Inelastic Demand
Buying Center
Buying Situation (e.g. Straight Rebury)
E-Procurement
Pages: 168-175, 176-180, 184
Chapter 6:
Consumer Driven Strategy – STDP
Major Segmentation Variable. (E.g. Demographic is/graphic, psychographic, behaviors)
Differentiated/Undifferentiated, Concentrated Marketing
Niche, One for all, Different for different
Differentiation: Product, Service, Channel
Value Proposition
Pages: 192-204, 212-214
Chapter 7:
What is a product (goods and services)
Levels of a product
Types of Consumer product (e.g. Convenience, shopping, unsought and specially)
Industrial Product
Product Mix, Product Width and Product length
Brand name and brand characteristics
Cobranding
Service characteristics (intangibility, variability perishability, inseparability)
Pages: 224-237, 248
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