HRT 240 Lecture Notes - Lecture 4: Market Segmentation, Psychographic

• School: Cal Poly Pomona
• Department: Hospitality Management
• Course: HRT 240
• Professor: Edward Perez

Document Summary

Among 6 roles in buying center,[1] is the person who suggests the purchase. Among targeting strategy, concentrated targeting strategy focuses on [1], which means one segment of a market. The business marketing is the marketing of goods and services to individuals and organizations for purposes other than [1] consumption. initiator niche personal. Four characteristics of demand in business market are: [1]; [2]; [3]; and [4]. derived, inelastic, joint, fluctuating. Four criteria for market segmentations sustainability, identifiability, measurability, include: [1]; [2] and [3]; [4]; and [5]. accessibility, responsiveness. Four major categories of business customers are: [1]; [2]; [3]; and [4]. producers, resellers, governments, institutions. Geographic segmentation of markets is based on the region of the country or world, market [1], market [2], or [3]. The key for business product is [1] use. intended. Positioning is developing a [1] marketing [2] to influence potential customers" overall perception or a brand, product line, or organization in general. specific, mix.