establishing a new fast food chain Healthy By Nature, which be centred around providing nutritional, low calorie food to its customers. The first step undertaken in conducting the market analysis was to analyse and determine the behaviours and characteristics of consumers who purchase both fast and low calorie foods. The microenvironment surrounding the market was then considered and potential suppliers, intermediaries, publics and direct and indirect competitors were analysed and identified. An analysis
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marketing and to carry out their own analyses at both macro and micro levels. They will also investigate the importance of market segmentation and how this leads to the identification and full specification of target groups. Learners then consider buyer behaviour and positioning. The unit looks at the main elements of both the original and the extended marketing mix. This includes an introduction to the concept of the product life cycle, new product development, pricing strategies, distribution options
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unflagging desire of consumers to consume” (Accenture, 2009: 3). But since approximately 18 months the world economy is really struggling and resides in a severe recession which means according to the NBER (National Bureau of Economic Research) a “significant decline in economic activity lasting more than a few months” (recession.org-homepage, 2009). But how has this global economic crisis actually happened, how has it affected particularly people’s consumer behaviour of products and services
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who have a need or needs that can be met by a single product/service offering, in order to concentrate the marketing firm’s efforts most effectively and economically. The assumptions underlying segmentation are – Not all buyers are alike Subgroups of people with similar behaviour, backgrounds, values and needs can be identified The subgroups will be smaller and more homogeneous than the market as a whole It is easier to satisfy a small group of similar customers than to try to satisfy large groups
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the video game business. Therefore contributing towards the GDP of their countries. Interest rates have not much impact on the video game business as they manufacture their own units. The disposable income of the consumers in the video game industry has an effect on their buying behaviour. For example people who fall under a low income range may not afford to buy a video game of a high price. Nintendo’s low manufacturing cost was also one of the reasons for it to sell its games at a nominal price
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high marketing * mass production (people who know their job) budget * private label -> confidence, proximity DIY buy these products on a non regular basis because they are not everyday products, not FMCG, they are Slow MCG, that a consumer buy every 4/6 years. How this characteristic (SFMG) influence the way the industry brands its products and communicates about the products? What is the impact on the brand and the communication? Customers will forget about the brand. Ex:
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‘Market Efficiency’ PowerPoints and Activities 2008/20144[2] ‘Market efficiency’ PowerPoints and activities 1 Content The documents in this section provide support material for the stage 2 units. Document 1. Covers A sample program for stage 2 which covers unit 2AECO in the contexts of options from Economics D304 Sample lesson outlines for Business firms and markets–Unit 2AECO Notes and PowerPoint slides on Market efficiency and equity—Unit 2AECO A range of teaching and learning
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Marketing’s role in society • Maximises customer satisfaction and improves quality of life. • Create jobs. • To operate in a socially responsible way. • Provide goods and services. Types of markets • Market – set of all actual and potential buyers of a product. Resource market • Identified as being where the factors of production (land, labour, capital, enterprise) are sold or exchanged. • The resources are used by firms to produce goods and services, which are then sold to customers
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Consumer purchasing decision process Table of Contents A. Introduction 4 1. Steps in purchasing decision 4 1.1 Problem/Need Recognition 5 1.2 Information Search 5 1.3 Alternative Evaluation 7 1.4 Purchase 7 1.5 Post Purchase Evaluation 8 2. Analysis of computer industry business trends in SA 9 2.1 Industry overview (South Africa) 10 2.2 Market analysis 10 2.2.1 Supplier Power 11 2.2.2 Buyer Power 11 2.2.3 New Entrants Threat 11 2.2.4 Threat of Substitutes
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DMA 501 MARKETING MANAGEMENT BY DR JUSTUS M MUNYOKI SCHOOL OF BUSINESS UNIVERSITY OF NAIROBI 2010 INTRODUCTION THE CORE CONCEPTS OF MARKETING. Marketing is a social and Managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others. Then the core concepts of marketing are - Needs , wants and demands - Products - Value, cost and satisfaction - Exchange and translations
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