Oct 19 - Segmentation, Targeting, and Positioning, Part II

Oct 19 - Segmentation, Targeting, and Positioning, Part II...

Info iconThis preview shows pages 1–12. Sign up to view the full content.

View Full Document Right Arrow Icon
STP, Part 2 October 19, 2009 Instructor: Tamar Milne
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Agenda Choosing segmentation bases and variables Evaluating segment attractiveness Targeting Positioning Maps Statements Global STP For next class. .. 2
Background image of page 2
Which Segmentation Base(s) and Variable(s) to Use? 3 Use multiple variables to define segments Geographic Demographic Psychographic Behavioural Can use different combinations for different parts of the marketing strategy
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Evaluating Segment Attractiveness 4
Background image of page 4
Exercise: Selecting a Target Market As marketing manager for a denim company, you need to choose a target market for a new line of jeans. How do you choose which one to target? 5
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Targeting Approaches Undifferentiated (mass) marketing: one product, one marketing mix Differentiated (multi-segment) marketing: several segments, each with their own mix Concentrated (niche) marketing: all resources dedicated to one segment Micromarketing (one-to-one): extreme segmentation
Background image of page 6
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Background image of page 8
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Background image of page 10
Background image of page 11

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Background image of page 12
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: targeting individuals with custom marketing mix Mass customization 6 Positioning Positioning = Target market + Differentiation Products place in the minds of target consumers, relative to the competition Changes in the target market or the competitive environment may force repositioning 7 Positioning Maps 8 Positioning Maps 9 Positioning Statements 10 moisturizing lotion; Doesnt dry your skin like soap does Perfectly Fresh ; Refreshingly clean Pure and gentle for clean, clear, healthy-looking skin Global STP More challenging than local STP Psychographic and behavioural differences Different consumer roles, product views New competitors affect positioning Globalization or localization? 11 For Next Class. .. Reading: Chapter 11: Services: The Intangible Product (pp 294-303) Chapter 17: Global Marketing (pp 508-511) 12...
View Full Document

Page1 / 12

Oct 19 - Segmentation, Targeting, and Positioning, Part II...

This preview shows document pages 1 - 12. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online