Summary: Marketing And Law

Read the summary and the most important questions on Marketing and law

• 1 Customer value driven marketing strategy creating value for target customers

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• 9 building blocks of the BMC

  
  Customer segmentsValue proposition
  Channels 
  Customer relationships
  revenue streams
  key resources 
  key activities 
  key partners 
  Cost structure 

• Model of customer behavior

  The enviroment
  buyers block box
  buyer reponces

• Characteristics effecting consumer behavior

  Cultural 
  social 
  personal 
  pshychological 
  buyer 

• Intermarket (cross-market) segmentation

  Forming segments of consumers who have similar needs and buying behaviors even through they are located in different countries. 

• Undifferentiated (mass) marketing 

  A market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer. 

• Differentiated (segmented) marketing

  A market-coverage strategy in which firm targets several market  segments and designs separate offers for each. 

• Concentrated niche market 

  A market-coverage strategy in which a firm goes after a large share of one or a few segments or niches. 

• A strategy where the company creates a product or a service with a unique position in the market that…

  • Has an influence on the perception of the consumer
  • Has an influence on the competitors

• 2 Engaging consumers and communicating customer

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• Personal communication channels

  Channels through which two or more people communicate directly with each other, including face-to-face, on the phone, via mail or email, or even through  an internet chat. 

• Nonpersonal communication channels

  Media that carry messages without personal contact of feedback, including major media, atmospheres and events.