marketing

Video textbook for introductory marketing courses

Marketing

Jove Business Marketing offers easy-to-understand animated lessons that explain how to use marketing principles in real situations. It explores the role of marketing in business and examines the marketing landscape and consumer purchasing behaviors. It also demonstrates methods to create, capture, deliver, and communicate customer value, all while emphasizing ethical practices in marketing.

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microeconomics

JoVE Business Microeconomics offers clear, animated lessons that introduce key economic concepts. It includes demand, supply, market equilibrium, market structures, cost analysis, consumer and producer behavior, labor markets, externalities, game theory, behavioral economics, and decision-making under uncertainty. These lessons blend theory with real-world application, building strong analytical skills. The course equips learners to understand market behavior and prepares them for advanced studies in economics, business, public policy, and related fields.

Microeconomics

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finance

Jove Business Finance provides easy-to-understand animated lessons that explain how to apply finance principles in real-world scenarios. It explores the role of finance in business and delves into various aspects of financial decision-making. It also demonstrates methods for managing, investing, and allocating financial resources effectively. Through these lessons, learners gain insights into the basic concepts of finance and its importance in financial planning and analysis.

Finance

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jove business

JoVE Business

Business video textbooks that explain concepts taught in undergraduate courses through high-impact animations.

Business

unit 1

Unit 1

key terms and concepts

KEY TERMS AND CONCEPTS

segmentation, targeting, positioning

Segmentation, Targeting, Positioning

Chapter 4 STP, or Segmentation, Targeting, and Positioning, is a strategy that simplifies and streamlines marketing efforts.
Consider Sarah, who opened an herb and ...

market segmentation - concept

Market Segmentation - Concept

Market segmentation involves dividing the market into distinct groups of buyers that share similar needs, characteristics, or behaviors.
Markets can be ...

market segmentation - application

Market Segmentation - Application

There are four main types of segmentation, each focusing on different aspects of consumer behavior.
Demographic segmentation divides the market based on ...

segmenting industrial markets

Segmenting Industrial Markets

Industrial or business-to-business markets involve transactions and interactions between businesses that buy and sell goods and services for production, ...

evaluating segment attractiveness

Evaluating Segment Attractiveness

Evaluating segment attractiveness involves answering questions like, Is the segment identifiable, substantial, reachable, responsive, and profitable?
...

targeting strategies

Targeting Strategies

The Targeting phase in STP involves selecting a specific market segment for marketing.
Businesses employ diverse targeting strategies, considering factors ...

customer persona

Customer Persona

A Customer Persona is a detailed profile of an ideal customer for the business.
But personas are more than just age, gender, income, occupation, or ...

creating customer persona

Creating Customer Persona

Creating impactful customer personas begins with thorough research into the customer base.
This involves using analytics to extract demographic details ...

positioning for differentiation

Positioning for Differentiation

Positioning, the third element in the STP, refers to how a company or brand establishes itself in the minds of its target customers.
The main objective of ...

positioning methods

Positioning Methods

Positioning methods are crucial in establishing product differentiation and a unique market position.&#160;
Commonly used positioning methods include ...

positioning statement

Positioning Statement

A positioning statement is a concise and focused declaration that communicates how a product, service, or brand distinguishes itself from competitors in ...

Business - Marketing

Segmentation, Targeting, Positioning

4.1 : Segmentation, Targeting, Positioning

4.2 : Market Segmentation - Concept

4.3 : Market Segmentation - Application

4.4 : Segmenting Industrial Markets

4.5 : Evaluating Segment Attractiveness

4.6 : Targeting Strategies

4.7 : Customer Persona

4.8 : Creating Customer Persona

4.9 : Positioning for Differentiation

4.10 : Positioning Methods

4.11 : Positioning Statement