Marketing is important for financial success as it builds demand for products and services, creating jobs. Effective marketing also builds strong brands and loyal customers, contributing to intangible assets and the overall value of a firm. The document discusses target marketing and effective criteria for segmentation, including aspects being measurable, substantial, accessible, differentiable, and actionable. It also notes key variables for monitoring competition are their share of the market, share of mind, and share of heart.

1. PART 1
Defining
Marketing
for the
New Realities
1-1

2. TheValue of
Marketing
Financial success often depends on
marketing ability
Successful marketing builds demand for
products and services, which, in turn,
creates jobs
Marketing builds strong brands and a
loyal customer base, intangible assets
that contribute heavily to the value of a
firm

3. Target Marketing
Chapter 6-7

4. EFFECTIVE
SEGMENTATION
CRITERIA
PAGE #
124-125
 Measurable
 Substantial
 Accessible
 Differentiable
 Actionable

5. MONITORING
COMPETITION
Variables in assessing
potential competitors
 Share of market
 Share of mind
 Share of heart