Chapter 6 - Chapter 6 Target segment the subgroup(of the larger market chosen as the focal point for the marketing program and advertising campaign

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Chapter 6 Target segment: the subgroup (of the larger market) chosen as the focal point for the marketing program and advertising campaign Positioning: the process of designing and representing one’s product or service so that it will occupy a distinct and valued place in the target consumer’s mind Positioning strategy: involves the selection of key themes or concepts that the organization will feature when communicating this distinctiveness to the target segment The sequence of activities is often referred to as STP marketing , and it represents a sound basis for generating effective advertising Segmenting Breaking down diverse markets into manageable segments Gillette’s market: analyzed via demographic segmentation Targeting Choosing specific segments as the focal point for marketing efforts Gillette’s target segment: females, 15-24 worldwide Positioning Aligning the marketing mix to yield distinctive appeal for the target segment Gillette’s positioning: a new product line designed by women for women; advertising theme—“Gillette for Women: Are You Ready?” Two ads that ran in Seventeen magazine Both trying to reach adolescent demographic They are trying to reach different target segments of adolescent females Beyond STP marketing To maintain vitality: 1. Reassessment of the segmentation strategy. a.
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This note was uploaded on 03/19/2008 for the course ADV 301 taught by Professor Murphy during the Spring '08 term at University of Texas at Austin.

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Chapter 6 - Chapter 6 Target segment the subgroup(of the larger market chosen as the focal point for the marketing program and advertising campaign

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