Market Segmentation is the first step in designing a customer-driven marketing strategy. It is the initial stage of developing a marketing logic by which the firm can create customer value and build profitable customer relationships.
Between the B2C market that you normally see every day and the B2B Market, many differences exist. Let’s look at the B2B Market Characteristics, by comparing the B2B to the B2C market.
Why do not all individuals buy the same goods and services for personal consumption? Why do certain groups of people prefer different items than other groups? The reason is to be found in the factors that influence consumer buying behaviour. One part of these factors are the buyer’s characteristics. These […]
In making decisions, buyers go through a set of stages. How they go through them and with which pace may greatly differ. The actual purchase decision is only a small part of the process. We will examine the whole buyer decision process.
The marketing mix, also called the 4 Ps of marketing, is one of the major concepts in marketing. What is it and how is it composed? The marketing mix is the set of tactical marketing tools that the firm uses to actually implement its marketing strategy. The strategy tells us […]