| A | B |
|---|
| Market segmentation | The process of classifying customers by needs and wants. |
| Market Share | A company's percent¬age of the total sales volume generated by all companies that compete in a given market. |
| Marketing Mix | It includes four basic marketing strategies called the four Ps: prod¬uct, place, price, and promotion. |
| Place | The means of getting the product into the consumer's hands is the place factor of the marketing mix. |
| Price | what is exchanged for the product. Price strategies should reflect what customers are willing and able to pay. |
| Price Strategies | It includes arriv¬ing at the list price or manufacturer's sug¬gested retail price, as well as discounts, allow¬ances, credit terms, and payment period for industrial customers. |
| Promotion | refers to decisions about adver¬tising, personal selling, sales promotion, and publicity. |
| Product | decisions begin with choosing what products to make and sell. |
| Distribution | is the process of deciding how to get goods in customers' hands. |
| Financing | is getting the money that is necessary to pay for setting up and running a business. |
| Cost structure | some positioning are less expensive that others |
| Company Skills | position should match company image, competitive strengths, etc. |
