Download Chapter 7- slide 107 Copyright © 2010 Pearson Education, Inc

Chapter Seven
Customer-Driven Marketing
Strategy:
Creating Value for Target Customers
Copyright © 2009 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 1
Customer-Driven Marketing Strategy:
Creating Value for Target Customers
Topic Outline
• Market Segmentation
• Market Targeting
• Differentiation and Positioning
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Chapter 7- slide 2
Introduction
• Companies today recognize that they cant
appeal to all buyers in the marketplace or
at least not to all buyers in the same way.
• Buyers are too numerous, too widely
scattered and too varied in their needs and
buying practices.
• Companies vary widely in their abilities to
serve different segments of the market.
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Chapter 7- slide 3
Introduction
• Most companies have moved away from
mass marketing and toward target
marketing- identifying market segments,
selecting one or more of them, and
developing products and marketing
programs tailored to each.
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Chapter 7- slide 4
Market Segmentation
Market segmentation is the process that
companies use to divide large
heterogeneous markets into small markets
that can be reached more efficiently and
effectively with products and services that
match their unique needs
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Chapter 7- slide 5
Market Segmentation
Copyright © 2010 Pearson Education, Inc.
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Chapter 7- slide 6
Market Segmentation
• The figure shows the four major steps in
designing a customer driven marketing
strategy, in the first two steps, the
company selects the customer that it will
serve.
• In the final two steps , the company
decides on a value proposition , on how it
will create value for target customers.
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Chapter 7- slide 7
Market Segmentation
• Differentiation involves actually
differentiating the firm’s market offering to
create superior customer value.
• Positioning consists of arranging for a
market offering to occupy a clear,
distinctive and desirable place relative to
the competing products in the minds of
target customers.
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Chapter 7- slide 8
Market Segmentation
•
•
•
•
Segmenting consumer markets
Segmenting business markets
Segmenting international markets
Requirements for effective segmentation
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Chapter 7- slide 9
Market Segmentation
Segmenting Consumer Markets
Geographic
segmentation
Demographic
segmentation
Psychographic
segmentation
Behavioral
segmentation
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Chapter 7- slide 10
Market Segmentation
Segmenting Consumer Markets
• Geographic segmentation divides the
market into different geographical units
such as nations, regions, states, counties,
cities or even neighborhoods.
• A company may decide to operate in one or
a few geographical areas, or to operate in
all areas but pay attention to geographical
differences in needs and wants.
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Chapter 7- slide 11
Market Segmentation
Segmenting Consumer Markets
• Many companies today are localizing their
products, advertising, promotion and sales
effort to fit the needs of individual regions,
cities, and even neighborhoods.
• For example :one consumer products
company ships additional cases of low
calorie snack food to stores in
neighborhoods near(weight loss) clinics
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Chapter 7- slide 12
Market Segmentation
Segmenting Consumer Markets
Demographic segmentation
divides the market into
groups based on variables
such as age, gender, family
size, family life cycle, income,
occupation, education,
religion, race, generation,
and nationality
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Chapter 7- slide 13
Market Segmentation
Segmenting Consumer Markets
• Demographic factors are the most popular
bases for segmenting customer groups.
One reason is that consumer needs , wants,
and usage rates often vary closely with
demographic variables, another reason is
that demographics variables are easier to
measure than most other types of the
variables.
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Chapter 7- slide 14
Market Segmentation
Segmenting Consumer Markets
• Marketers first define segments using other
bases such as benefits sought or behavior,
they must know segment demographic
characteristics in order to assess the size of
the target market and to reach it
efficiently.
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Chapter 7- slide 15
Market Segmentation
Age and life-cycle stage segmentation is the
process of offering different products or
using different marketing approaches for
different age and life-cycle groups
Gender segmentation divides the market
based on sex (male or female)
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Chapter 7- slide 16
Market Segmentation
• Gender segmentation has been long used
in clothing , cosmetics and magazines.
• Many women’s cosmetics makers have
begun marketing men’s lines.
• Nivea markets Nivea for men “ an advance
line of enriching skincare and soothing
aftershave products specially designed for
the active, healthy men’s lifestyle”
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Chapter 7- slide 17
Market Segmentation
• A neglected gender segment can offer new
opportunities in markets ranging from
motorcycles to Guitars
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Chapter 7- slide 18
Market Segmentation
Segmenting Consumer Markets
Marketers of products and
services such as clothing,
financial services and
travel have long used
income segmentation
Income segmentation divides
the market into affluent or
low-income consumers
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Chapter 7- slide 19
Market Segmentation
Segmenting Consumer Markets
• Many companies target affluent consumers
with luxury goods and convenience
services.
• For example: luxury hotels provide
amenities to attract specific groups of
affluent travelers such as families.
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Chapter 7- slide 20
Market Segmentation
Segmenting Consumer Markets
• However, not all the companies that use
income segmentation target the affluent.
• For example: when experts scout locations
for new pound and dollar stores, they look
for lower-middle class neighborhoods
where people wear less expensive shoes
and drive old cars that drip a lot of oil.
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Chapter 7- slide 21
Market Segmentation
Segmenting Consumer Markets
• Psychographic segmentation divides
buyers into different groups based on
social class, lifestyle, or personality traits
• Marketers often segment their markets by
consumer lifestyles and base their
marketing strategies on lifestyle appeals.
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Chapter 7- slide 22
Market Segmentation
Segmenting Consumer Markets
Behavioral segmentation
divides buyers into groups
based on their knowledge,
attitudes, uses, or responses
to a product
Many marketers believe that
behavioral variables are the
best starting point for building
market segments.
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Chapter 7- slide 23
Market Segmentation
Segmenting Consumer Markets
•
•
•
•
•
Occasions
Benefits sought
User status
Usage rate
Loyalty status
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Chapter 7- slide 24
Occasions
• Buyers can be grouped according to the
occasions when they get the idea to buy,
actually make their purchase, or use the
purchased item.
• Occasion segmentation can help firms build
up product usage
• For example, most consumers drink orange
juice in the morning but orange growers
have promoted drinking orange juice as a
cool refresher at other times of the day.
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Chapter 7- slide 25
Occasions
• Some holidays such as the mother’s day
was originally promoted partly to increase
the sale of candy, flowers, cards and other
gifts.
• Many marketers prepare special offers and
ads for holiday occasions.
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Chapter 7- slide 26
Benefits Sought
• A powerful form of segmentation is to
group buyers according to the different
benefits that they seek from the product
• Benefit segmentation requires finding the
major benefits people look for in the
product class, the kinds of people who look
for each benefit, and the major brands that
deliver each benefit.
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Chapter 7- slide 27
Benefits Sought
• For example: Champion athletic wear
segments its markets according to the
benefits that different consumers seek
from their active wear , consumers seek a
balance between function and style.
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Chapter 7- slide 28
User status
• Markets can be segmented into nonusers,
ex-users , potential users, first time users
and regular users of the product
• Marketers want to reinforce and retain
regular users, attract targeted nonusers ,
and reinvigorate relationships with exusers.
• Included in the potential user group are
consumers facing life- stage changes such
as new parents
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Chapter 7- slide 29
Usage Rate
• Markets can also be segmented into light ,
medium , and heavy product users.
• Heavy users are often a small percentage of
the market but account for a high
percentage of total consumption
• For example : Burger king targets what it
calls “ super fans”, they eat at burger king
an average of 16 times a month
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Chapter 7- slide 30
Loyalty status
• A market can also be segmented by
consumer loyalty.
• Consumers can be loyal to brands , stores ,
and companies
• Buyers can be divided into groups
according to their degree of loyalty
• Some consumers are completely loyal, they
buy one brand all the time.
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Chapter 7- slide 31
Loyalty status
• Other consumers are somewhat loyal , they
are loyal to two or three brands of a given
product or favor one product while
sometimes buying others.
• Still other buyers show no loyalty to any
brand. They either want something
different each time they buy or they buy
whatever’s on sale.
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Chapter 7- slide 32
Conclusion
• A company can learn a lot by analyzing
loyalty patterns in its market
• Studying less loyal buyers, the company
can detect which brands are most
competitive with its own
• By looking at customers who are shifting
away from its brand, the company can
learn about its marketing weakness.
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Chapter 7- slide 33
Market Segmentation
Using Multiple Segmentation Bases
Multiple segmentation:
Marketers rarely limit their segmentation analysis to
one or a few variables. Rather , they often use
multiple segmentation bases in an effort to
identify smaller, better defined target groups
* Several business information services provide
multivariable segmentation systems that merge
geographic, demographic , lifestyle and
behavioral data to help in segmenting the
Copyrightmarkets
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Chapter 7- slide 34
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Market Segmentation
• Geodemographic segmentation is an
example of multivariable segmentation
that divides groups into consumer lifestyle
patterns
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Chapter 7- slide 35
Market Segmentation
Using Multiple Segmentation Bases
PRIZM NE classifies every American
household into 66 unique
segments organized into 14
different social groups.
• These groups segment people and
locations into marketable groups of
like-minded consumers that exhibit
unique characteristics and buying
behavior based on a host of
demographic factors
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Chapter 7- slide 36
Segmenting business markets
• Consumer and business marketers use
many of the same variables to segment
their markets.
• Business buyers can be segmented
geographically, demographically or by
benefits sought, user status, usage rate,
and loyalty status.
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Chapter 7- slide 37
Segmenting business markets
• Business marketers also use some
additional variables such as customer ,
operating characteristics, purchasing
approaches, situational factors, and
personal characteristics.
• By going after segments instead of the
whole market, companies can deliver just
the right value proposition to each segment
served and capture more value in return.
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Chapter 7- slide 38
Which of the following is not a way to segment
consumer markets?
1.
2.
3.
4.
Geographic
Psychographic
Demographic
Derived demand
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Chapter 7- slide 39
Which of the following is not a way to segment
consumer markets?
1.
2.
3.
4.
Geographic
Psychographic
Demographic
Derived demand
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Chapter 7- slide 40
Dividing a market based on consumer attitude,
use, or response to a product is called
________ segmentation.
1.
2.
3.
4.
occasion
psychographic
behavioral
market
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Chapter 7- slide 41
Dividing a market based on consumer attitude,
use, or response to a product is called
________ segmentation.
1.
2.
3.
4.
occasion
psychographic
behavioral
market
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Chapter 7- slide 42
A marketer selling different offerings in different
communities would be using ________
segmentation.
1.
2.
3.
4.
geographic
psychographic
demographic
behavioral
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Chapter 7- slide 43
A marketer selling different offerings in different
communities would be using ________
segmentation.
1.
2.
3.
4.
geographic
psychographic
demographic
behavioral
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Chapter 7- slide 44
Marketers selling luxury cars often use income as
a segmenting variable. Income is one
component of ________ segmentation.
1.
2.
3.
4.
geographic
psychographic
demographic
behavioral
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Chapter 7- slide 45
Marketers selling luxury cars often use income as
a segmenting variable. Income is one
component of ________ segmentation.
1.
2.
3.
4.
geographic
psychographic
demographic
behavioral
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Chapter 7- slide 46
Many marketers believe that ________ variables
are the best starting point for building market
segments.
1.
2.
3.
4.
geographic
psychographic
demographic
behavioral
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Chapter 7- slide 47
Many marketers believe that ________ variables
are the best starting point for building market
segments.
1.
2.
3.
4.
geographic
psychographic
demographic
behavioral
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Chapter 7- slide 48
Market Segmentation
Segmenting International markets
Geographic
location
Economic
factors
Politicallegal factors
Cultural
factors
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Chapter 7- slide 49
Segmenting international markets
• Few companies have either the resources
or the will to operate in all , or even most,
of the countries that dot the globe,
although some large companies sell
products in more than 200 countries such
as ( Coca- Cola)
• Operating in many countries presents new
challenges.
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Chapter 7- slide 50
Segmenting international markets
• Different countries, even those that are
closer together, can vary greatly in their
economic, cultural, and political make up.
• International firms need to group their
world markets into segments with distinct
buying needs and behaviors
• Companies can segment international
markets using one or a combination of
several variables
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Chapter 7- slide 51
Segmenting international markets
• Marketers can segment the market by the
geographic location, grouping countries by
regions such as Western Europe, Pacific
Rim, the Middle East or Africa .
• Geographic segmentation assumes that
nations close to one another will have
many common traits and behaviors
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Chapter 7- slide 52
Segmenting international markets
• World markets can also be segmented on
the basis of economic factors . For example
countries might be grouped by population
income levels or by their overall level of
economic development.
• A country’s economic structure shapes its
population’s product and service needs,
and therefore, the marketing opportunities
it offers
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Chapter 7- slide 53
Segmenting international markets
• Countries can be segmented by political
and legal factors such as the type and
stability of government, monetary
regulations and the amount of
bureaucracy.
• Cultural factors can also be used, grouping
markets according to the common
languages, religions, values and attitudes.
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Chapter 7- slide 54
Market Segmentation
Segmenting Business Markets
Intermarket segmentation divides
consumers into groups with similar needs
and buying behaviors even though they are
located in different countries.
Coca cola is the official sponsor of American
Idol, the country’s no.1 television show. In
the Middle East commercial features Arab
pop star such as Nancy Ajram
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Chapter 7- slide 55
Mercedes Benz targets the world’s well-to-do and
IKEA targets the aspiring global middle class.
These companies are involved with ________
segmentation.
1.
2.
3.
4.
positioning
differentiation
intermarket
lifecycle
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Chapter 7- slide 56
Mercedes Benz targets the world’s well-to-do and
IKEA targets the aspiring global middle class.
These companies are involved with ________
segmentation.
1.
2.
3.
4.
positioning
differentiation
intermarket
lifecycle
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Chapter 7- slide 57
Market Segmentation
Requirements for Effective Segmentation
• To be useful, market segments must be:
Measurable
Accessible
Substantial
Differentiable
Actionable
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Chapter 7- slide 58
Requirements for Effective
Segmentation
• Measurable: the size, purchasing power, and
profiles of the segments can be measured,
certain segmentation variables are difficult
to measure.
• For example: there are many left handed
people in the world, yet few products are
targeted toward them. The main problem
maybe that the segment is hard to identify
and measure.
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Chapter 7- slide 59
Requirements for Effective
Segmentation
• Accessible : the market segments can be
effectively reached and served.
• For example : a fragrance company finds
that heavy users of its brand are single men
and women who stay out late and socialize
a lot. Unless this group shops at certain
places and is exposed to certain media, it
members will be difficult to reach.
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Chapter 7- slide 60
Requirements for Effective
Segmentation
• Substantial: the market segments are large
or profitable enough to serve. A segment
should be the largest possible homogenous
group worth pursuing with a tailored
marketing program
• For example: for an automobile
manufacturer to develop cars especially for
people whose height is greater than 7 feet
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Chapter 7- slide 61
Requirements for Effective
Segmentation
• Differentiable : the segments are
conceptually distinguishable and respond
differently to different marketing mix
elements and programs
• For example : if married and unmarried
women respond similarly to a sale on
perfume, they don’t constitute separate
segments.
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Chapter 7- slide 62
Requirements for Effective
Segmentation
• Actionable: effective programs can be
designed for attracting and serving the
segments.
• For example: although one small airline
identified seven market segments, its staff
was too small to develop separate
marketing programs for each segment.
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Chapter 7- slide 63
In order to be useful, market segments need to be
which of the following?
1.
2.
3.
4.
Differentiable
Accessible
Substantial
All of the above
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Chapter 7- slide 64
In order to be useful, market segments need to be
which of the following?
1.
2.
3.
4.
Differentiable
Accessible
Substantial
All of the above
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Chapter 7- slide 65
Market Targeting
Selecting Target Market Segments
• Target market consists of a set of buyers
who share common needs or
characteristics that the company decides to
serve
• Market segmentation reveals the firm’s
market segment opportunities.
• The firm has to evaluate the various
segments and decide how many and which
segments it can serve best.
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Chapter 7- slide 66
Market Targeting
Evaluating Market Segments
• In evaluating different market segments, a
firm must look at three factors:
1.Segment size and growth
2.Segment structural attractiveness
3.Company objectives and resources
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Chapter 7- slide 67
Evaluating Market Segments
• The company must first collect and analyze
data on current segment sales, growth
rates and expected profitability for various
segments, the firm will be interested in
segments that have the right size and
growth characteristics.
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Chapter 7- slide 68
Evaluating Market Segments
1. Segment size and Growth
• “ Right size and growth “ is a relative
matter. The largest, fastest growing
segments are not always the most
attractive ones for every company.
• Smaller companies may lack the skills and
resources needed to serve the larger
segments, or they may find these segments
too competitive.
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Chapter 7- slide 69
Evaluating Market Segments
1. Segment size and Growth
• Such companies may target segments that
are smaller and less attractive, in an
absolute sense, but that are more
profitable for them
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Chapter 7- slide 70
Evaluating Market Segments
2. Segment structural attractiveness
• The company also needs to examine major
structural factors that affect long run
segment attractiveness.
• For example , the segment is less attractive
if it already contains many strong and
aggressive competitors
• The existence of many actual or potential
substitute products may limit prices and
the profit that can be earned in a segment
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Chapter 7- slide 71
Evaluating Market Segments
2. Segment structural attractiveness
• The power of buyers affects segment
attractiveness, buyers with strong
bargaining power relative to sellers will try
to force prices down, demand more
services and set competitors against one
another
• A segment may be less attractive if it
contains powerful suppliers who can
control prices or reduce the
quality/quantity of ordered goods and
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Chapter 7- slide 72
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Evaluating Market Segments
3.Company objectives and resources
• Some attractive segments can be dismissed
quickly because they don’t mesh with the
company’s long run objectives, or the
company may lack the resources and skills
needed to succeed in an attractive
segment.
• A company should enter only segments in
which it can create superior customer value
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Chapter 7- slide 73
Which of the following structural factors is not
related to a segment’s attractiveness?
1. The presence of strong competitors in the
segment.
2. The existence of potential substitute products.
3. The lack of raw materials.
4. A number of powerful suppliers.
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Chapter 7- slide 74
Which of the following structural factors is not
related to a segment’s attractiveness?
1. The presence of strong competitors in the
segment.
2. The existence of potential substitute products.
3. The lack of raw materials.
4. A number of powerful suppliers.
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Chapter 7- slide 75
Market Targeting
Target Marketing Strategies
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Chapter 7- slide 76
Market Targeting
Undifferentiated marketing
Undifferentiated: marketing targets the
whole market with one offer
– Mass marketing
– Focuses on common needs rather than what’s
different
– The company designs a product and a
marketing program that will appeal to the
largest numbers of buyers
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Chapter 7- slide 77
Market Targeting
Undifferentiated marketing
• Most modern marketers have strong
doubts about this strategy
• Difficulties arise in developing a product or
brand that will satisfy all consumers.
• Moreover, mass marketers often have
trouble competing with more focused firms
that do a better job of satisfying the needs
of specific segments and niche.
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Chapter 7- slide 78
Market Targeting
Differentiated marketing
Differentiated marketing targets several
different market segments and designs
separate offers for each
• Goal is to achieve higher sales and stronger
position
• More expensive than undifferentiated
marketing
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Chapter 7- slide 79
When using a(n) ________ marketing (massmarketing) strategy, a firm decides to ignore
market segment differences and target the
whole market with one offer.
1.
2.
3.
4.
differentiated
undifferentiated
positioning
segmentation
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Chapter 7- slide 80
When using a(n) _____ marketing (massmarketing) strategy, a firm decides to ignore
market segment differences and target the
whole market with one offer.
1.
2.
3.
4.
differentiated
undifferentiated
positioning
segmentation
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Chapter 7- slide 81
Market Targeting
Target Market Strategies
• Concentrated marketing
targets a small share of a
large market
• Limited company resources
• Knowledge of the market
• More effective and efficient
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Chapter 7- slide 82
Marketing Targeting
Target Market Strategies
Micromarketing is the practice of tailoring
products and marketing programs to suit
the tastes of specific individuals and
locations
• Local marketing
• Individual marketing
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Chapter 7- slide 83
Market Targeting
Target Market Strategies
Local marketing involves tailoring brands and
promotion to the needs and wants of local
customer groups
• Cities
• Neighborhoods
• Stores
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Chapter 7- slide 84
Market Targeting
Target Market Strategies
Individual marketing involves
tailoring products and
marketing programs to the
needs and preferences of
individual customers
• Also known as:
– One-to-one marketing
– Mass customization
– Markets-of-one marketing
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Chapter 7- slide 85
This type of micromarketing is also known as oneto-one marketing or mass customization.
1.
2.
3.
4.
Local marketing
Tailored marketing
Niche marketing
Individual marketing
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Chapter 7- slide 86
This type of micromarketing is also known as oneto-one marketing or mass customization.
1.
2.
3.
4.
Local marketing
Tailored marketing
Niche marketing
Individual marketing
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Chapter 7- slide 87
Market Targeting
Choosing a Target Market
Depends on:
• Company resources
• Product variability
• Product life-cycle stage
• Market variability
• Competitor’s marketing strategies
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Chapter 7- slide 88
Market Targeting
Socially Responsible Target Marketing
• Benefits customers with
specific needs
• Concern for vulnerable
segments
• Children
– Alcohol
– Cigarettes
– Internet abuses
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 89
If a beer manufacturer were to place a
commercial on a TV show that was
predominantly viewed by children, it could be
considered using ________.
1.
2.
3.
4.
socially irresponsible targeting
socially responsible targeting
adult targeting
niche targeting
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 90
If a beer manufacturer were to place a
commercial on a TV show that was
predominantly viewed by children, it could be
considered using ________ .
1.
2.
3.
4.
socially irresponsible targeting
socially responsible targeting
adult targeting
niche targeting
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 91
Differentiation and Positioning
Product position is the way
the product is defined by
consumers on important
attributes—the place
the product occupies in
consumers’ minds
relative to competing
products
–
–
–
Perceptions
Impressions
Feelings
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 92
Differentiation and Positioning
Positioning maps
show consumer
perceptions of
their brands
versus competing
products on
important buying
dimensions
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 93
Differentiation and Positioning
Choosing a Differentiation and Positioning
Strategy
• Identifying a set of possible competitive
advantages to build a position
• Choosing the right competitive advantages
• Selecting an overall positioning strategy
• Developing a positioning statement
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 94
A product’s ________ is the way the product is
defined by consumers on important attributes
relative to the competition.
1.
2.
3.
4.
image
equity
position
value
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 95
A product’s ________ is the way the product is
defined by consumers on important attributes
relative to the competition.
1.
2.
3.
4.
image
equity
position
value
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 96
Differentiation and Positioning
Identifying Possible Value Differences and
Competitive Advantage
Competitive advantage is an advantage over
competitors gained by offering consumers
greater value, either through lower prices
or by providing more benefits that justify
higher prices
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 97
Differentiation and Positioning
Choosing a Differentiation and Positioning
Strategy
Identifying a set of possible competitive
advantages to build a position by
providing superior value from:
Product differentiation
Service differentiation
Channel differentiation
People differentiation
Image differentiation
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 98
A firm that practices ________ differentiation
gains competitive advantage by the way it
designs its channel coverage.
1.
2.
3.
4.
services
product
people
channel
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 99
A firm that practices ________ differentiation
gains competitive advantage by the way it
designs its channel coverage.
1.
2.
3.
4.
services
product
people
channel
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 100
Differentiation and Positioning
Choosing the Right Competitive Advantage
Difference to promote should be:
Important
Distinctive
Superior
Communicable
Preemptive
Affordable
Profitable
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 101
Differentiation and Positioning
Selecting an Overall Positioning Strategy
Value proposition
is the full mix of
benefits upon
which a brand is
positioned
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 102
Differentiation and Positioning
Developing a Positioning Statement
• To (target segment and need) our (brand) is
(concept) that (point of difference)
Web link
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 103
Communication and Delivering the
Chosen Position
Choosing the
positioning is
often easier than
implementing the
position.
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 104
What is the first step in target marketing?
1.
2.
3.
4.
Market positioning
Market segmentation
Target marketing
None of the above
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 105
What is the first step in target marketing?
1.
2.
3.
4.
Market positioning
Market segmentation
Target marketing
None of the above
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 106
Which of the following steps of target marketing
takes into account competitors’ offerings to
the market?
1.
2.
3.
4.
Market positioning
Market segmentation
Market targeting
All of the above
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 107
Which of the following steps of target marketing
takes into account competitors’ offerings to
the market?
1.
2.
3.
4.
Market positioning
Market segmentation
Market targeting
All of the above
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 108