1. MARKETING FOUR STEPS SEGMENTATION MARKET RESEARCH IT MARKETING
Identifying
Anticipating
Satisfying
Profitability
- Industrial vs consumer market
- Subgroups or segments:
- Reasons
- Characteristics
Demographic
Geographic
Psychographic
Behavioural
Primary (or field) Secondary (or desk)
research: research:
INTERNAL:
- Questionnaires - costomer reports
- Street interviews - sales records
- Phone interviews EXTERNAL:
- Focus groups - statistics
- Consumer panels - government reports
- Product test - market reports
- Internet
Internet marketing
Mobile marketing

2. MARKETING FOUR STEPS SEGMENTATION MARKET RESEARCH IT MARKETING
__________
- Industrial vs __________ market
- ___________ or segments:
- Reasons
- Characteristics
__________
Primary (or _______) Secondary (or _____)
research: research:
INTERNAL:
- Questionnaires - ______________
- Street interviews - ______________
- ______________ EXTERNAL:
- ______________ - ______________
- ______________ - ______________ - ______________
_______ marketing

3. THE EXTENDED MARKETING MIX
THE MARKETING MIX
PRODUCT
PRICE
PLACE
PROMOTION
- cost-plus pricing
- market-led pricing
- packaging
- branding
CHANNELS OF DISTRIBUTION
- through wholesalers and retailers
- directly to customers
- through the Internet
- branding
- advertising
- public relations
- special offers
- exhibitions
more customer-oriented
more relevant for services
THE EXTENDED MARKETING MIX
PEOPLE
PROCESS
PHYSICAL EVIDENCE
contact with customer:
- attitude
- training
- after-sale support
systems to deliver a service
Processes to:
- identify customers’ needs
- handle orders
- handle customers’ complaints
where the service is delivered (important for retailers / hotels / restaurants)
- well-designed shop layout
- high level of presentation

4. THE EXTENDED MARKETING MIX
THE MARKETING MIX
PRODUCT
PRICE
PLACE
PROMOTION
- ___________pricing
- ___________ pricing
- packaging
- branding
CHANNELS OF DISTRIBUTION
- through _________________
- directly to ___________
- through the ____________
- branding
- advertising
- __________________
more customer-oriented
more relevant for services
THE EXTENDED MARKETING MIX
PEOPLE
PROCESS
PHYSICAL EVIDENCE
contact with customer:
- ________________
systems to deliver a service
Processes to:
- identify _________________
- handle _________________
- handle __________________
where the service is delivered (important for ___________ / ________ / ____________ )
- well-designed _____________________
- high level of __________