Micromarketing is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations. Rather than seeing a customer in every individual, micro marketers see the individual in every customer. Micromarketing includes local marketing and individual marketing.
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- Product quality
Product quality refers to the characteristics of a product or service that bear on its ability to satisfy stated or implied customer needs.
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Customer equity is the total combined customer lifetime values of all of the company’s current and potential customers.
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Occurs under conditions of low-consumer involvement and little significant brand difference.
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Positioning statement refers to a statement that summarizes company or brand positioning. It takes this form: To (target segment and need) our (brand) is...
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Service perishability means that services cannot be stored for later sale or use
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A portfolio-planning tool for identifying company growth opportunities through market penetration, market development, product development, or diversification.
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Consists of the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers.