Unit 3 Introduction to marketing
In business, company’s try to market their services or products to target groups, in which they aim to identify customers in consumer markets, they define customers and consumers by what they want and will accept in terms of price, what kind of distribution will be most convenient for them, what means of communication will be best in order to reach them and what they want from the product itself. There are three types of people within the consumer market, customers, consumers and buyers, marketers set out to notice the difference between each and then reach out to cater for their targeted groups’ needs. Customers and consumers are more often than not one in the same; a consumer is the person whom makes use of the bought product or service (eats a chocolate bar); the customer is the individual whom buys the product or service (buys the chocolate bar) and the buyer is often a business-to-business practice (the corner shop that buys the chocolate bar for customers to buy) buyers tend to buy on behalf of customers and consumers, ergo they buy things that their customers will desire. Businesses also look at who will make the purchasing decision as to target them. This is because not all people buy for themselves, some products are made for boyfriends to give to girlfriends, or parents to children, in this case marketers will target the products or services to the boyfriend or parent, so that they feel that they are buying something personal from them that the consumer would appreciate. Businesses will also look at segmentation in order to target a market audience of customers, segmentation is where people are separated into groups of different wants and needs. The most general and common segments are geographic, demographic, socio-cultural, psychographic and lifestyle. Geographic segmentation is often separated further in order to identify and reach target groups, for example the ACORN system categorises UK postcodes using demographic statistics and lifestyle variables to give a business a guide to the differences between geographical regions. The ACORN system would help a business identify where would be the most suitable place for them to set up a shop and such as means of where there are a high number of their target market group. Individuals and groups whom participate in the purchasing decision process are known as a decision-making unit (DMU), there are many different individuals and groups’ Influencers- their opinion is sought by brand, company reputation and on-going relationships .Users- they look at production rates and reduced waste, the benefits offered by the product. Buyers-want easy purchases, simple delivery and security of supply . Deciders- concern themselves with the overall cost of the product and whether or not their business can afford it, therefore the product should be substantial. Specifiers- look at the specialities and technicalities of the product and value it on that. Gatekeepers- deny users of information that may stop them buying the service or product. Business markets are also segmented, but the bases on wich they are segmented differs;siza and value, region, public, private and voluntary sectors and product and industry are the segments in which business fall for other business to recognise and research for business-to-business marketing and buying. The following is an example of how Chester Zoo target their different types of customers. Target Group
| How Are They Targeted
| Why Are They Targeted
| FamiliesThe families that go to Chester Zoo tend to be those with younger children they fall into the segmentation of lifestyle, they enjoy days out and have a tendency to encourage their children to learn, on the whole they like animals. Their socio-economic falls between C1, C2 and B, this is because the families have a fair amount of money to take their whole family out, as it is not a cheap day out.
| Chester Zoo have made family tickets, which...
Please join StudyMode to read the full document