MKT438.CH2Position

MKT438.CH2Position - •"the art and science of...

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3/24/10 Product decisions Pricing decisions Channel-of- distribution decisions Ultimate consumer Consumers Businesses Promotion to final buyer Opportunity analysis Competitive analysis Target marketing Identifying markets Market segmentation Selecting a target market Positioning through marketing strategies Promotional decisions Advertising Direct marketing Interactive marketing Sales promotion Publicity and public relations Personal selling Resellers Promotion to trade Internet/ Interactive Purchase
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3/24/10 Target market A group of people (or businesses) for which an organization designs and implements a marketing mix intended to meet the needs of that group, resulting in mutually satisfying exchanges.
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3/24/10 3 targeting strategies Concentrate d Strategy Undifferentiat ed Strategy Multisegme nt Strategy
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3/24/10 positioning
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Unformatted text preview: • "the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from the competition." 3/24/10 By Price or Quality? By Use or Application? By Product Class? By Product User? By Cultural Symbols? By Attributes and Benefits? By Competitor? How should we position? 3/24/10 Repositioning Changing Demographics Declining Sales Changes in Social Environment Why reposition established brands? 3/24/10 3/24/10 3/24/10 3/24/10 3/24/10 Develop positioning platform • Competitors • Who are they • What are their positions • Consumers • How do they perceive the competition Make your decision about positioning and monitor it!...
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MKT438.CH2Position - •"the art and science of...

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