SF BESS Marketing.. Framework??

collymoore

Hey everyone..

just looking at the last few years papers and some of the questions relate to 'Marketing framework' which we went over during the year?

If anyone could enlighten me i would really appreciate it

colly

Dante

Its basically an abstract framework Mairead uses to describe how an effective marketing campaign is carried out (EG: What marketing techniques are used and in what sequence etc.)

It looks something like this (It might be a bit wrong):

Company - Consumer - Competition
|
Market Research
|
Segmentation, Targeting, Positioning
|
Marketing Mix
|
Brand Management
|
Implementation


So basically from my understanding, a company first analyses consumer behaviour to understand how consumers buy products, what influences and motivates them in their purchasing of a product, and the psychological processes involved in their purchase decision. Once this is complete, the company then carries out market research in order to gain a clear understanding of their potential customer's wants, needs, attitudes and behaviour, which will help them significantly in designing their product to satisfy customers' wants and expectations. Once a company has effectively completed their market research, they can then segment their desired market into smaller groups of customers based on variables such as age, occupation or geographical area, and select which of these groups to target their product at, and then position it accordingly.
Then the company applies their marketing mix programme (7 p's) to effectively position and shape their product to consumers. The last bits of the framework basically involve using various branding techniques to attract consumers to the brand and I can't remember whats involved in the Implementation part.

Thats a basic run down of it anyways, when writing about it just expand on each of the steps and you'll be grand. This could all be wrong btw...if so I'm fúcked ;(

collymoore

thanks daaaaaaaaaaaaaaaaaaaaaaaaan...

presume you've seen this http://www.youtube.com/watch?v=l2D3-FkoXNU

Dante

collymoore wrote: »

thanks daaaaaaaaaaaaaaaaaaaaaaaaan...

presume you've seen this http://www.youtube.com/watch?v=l2D3-FkoXNU

You have no idea how often I hear that, ha.