Marketing Foundations
How firms identify, segment, and target customers.
Market research: primary (surveys, focus groups, observation) vs secondary (gov stats, industry reports, internal data) Segmentation: demographic, geographic, psychographic, behavioural (Bradley/Kotler frameworks) Marketing mix (7Ps)
Product, Price, Place, Promotion, People, Process, Physical evidence Product life cycle
Introduction → Growth → Maturity → Decline; extension strategies prolong maturity Boston (BCG) matrix
Stars (high share, high growth) | Cash cows | Question marks | Dogs