Académique Documents
Professionnel Documents
Culture Documents
McGraw-Hill/Irwin
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Opportunity Analysis
Competitive Analysis
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Identify markets with unfulfilled needs Determine market segmentation Select a market to target Position through marketing strategies
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Lifestyles
Economic status
Marital status
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Market Segmentation
Demographic
Gender Age
Geographic
Region City size
Socioeconomic
Income
Education
Occupation
Race
Life stage Birth era Household size Residence tenure Marital status
Metropolitan area
Density Psychographic Personality Values/Lifestyle
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Geographic Segmentation
Demographic Segmentation Ad
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Benefit Segmentation Ad
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LOW
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C) Concentrated
D) Dispersed
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Determine how many segments to enter Determine which segments have the greatest potential
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Segments
Undifferentiated
Concentrated
Differentiated
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Market Positioning
Fitting the product or service to one or more segments of the broad market in such a way as to set it apart from competition
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Positioning Strategies
Attributes and Benefits Price/Quality Use/Application
Product Class
Product Users
Competitors
Cultural Symbols
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Product Decisions
Distribution Channels
Promotional Strategy
Price Decisions
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Branding Goals
Build & foster relationships between the consumer and the brand
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Branding
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BRANDING
PACKAGING
Has become increasingly important Often the customers first exposure to product
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Pricing Decisions
Demand
Competition Perceived value
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Market Channels
Sets of interdependent organizations involved in the process of making a product or service available for use
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Indirect
Network of wholesalers and/or retailers
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D) A consumer promotion
E) A promotional push strategy
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