Marketing Management Midterms

Consumer Market

Individuals or households buying for personal use.

Business Market

Organizations buying for resale, production, or operations.

Market

Aggregate of people or organizaton who have needs and wants, ability, interests, authority and willingness to buy the product.

Market Segmentation

It is the process of dividing a broad market into smaller groups with common needs and characteristics, who respond similarly to marketing actions.

Demographic

Age, gender, income, education, family size, occupation, etc.

Geographic

Location, climate, urban vs rural.

Behavioral

Usage rate, brand loyalty, benefits sought, occasion-based use.

Psychographic

Lifestyle, values, personality, interests, attitudes.

Undifferentiated

Same product/marketing mix for the whole market.

Concentrated

Focus on one market segment.

Differentiated

Multiple segments, with different offerings for each.

Customized/MicroMarketing

Tailored for individuals or local segments.

Product Positioning

It is the strategic process of defining how a product is perceived in the marketplace — how it stands out from competitors and meets customer needs.

Target Market

Identify the ideal customer.

Competitive Analysis

Know your rivals’ strengths and weaknesses.

Unique Selling Proposition

What makes your product different?

Messaging & Communication

How you convey your position.

Price & Value

Ensure pricing matches brand positioning.

Distribution & Placement

Align with consumer expectations.

Consistency

Maintain a stable brand image over time.

Value-Based

Best value for price

Quality/Product

High-end positioning (e.g., Bench).

Product Differentiation

Unique features (e.g., Max’s fried chicken).

Niche

Focused on a small segment (e.g., Human Nature eco-products).

Problem-Solution

Solve customer pain points (e.g., Vicks VapoRub).

Lifestyle

Fit with a way of life (e.g., Red Bull for thrill-seekers).

Social Responsibility

Ethical/environmental values (e.g., Kultura Filipino).

Geographic

Local identity (e.g., Baguio’s Good Shepherd products).

Marketing Mix

It refers to the controllable elements a company uses to bring a product to market: Product, Price, Place, Promotion.

Product

Goods/services offered to satisfy consumer needs. Includes Product Life Cycle (Introduction, Growth, Maturity, Decline).

Price

Amount customers pay, influenced by cost, competition, perceived value. Includes strategies like skimming, penetration, premium.

Place

Channels that deliver the product (stores, online, wholesalers).

Promotion

Activities to communicate and persuade (advertising, PR, sales promos,

social media