kotler08a targeting

kotler08a targeting - Chapter 8 a Targeting Steps in Market...

Info iconThis preview shows pages 1–6. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 8 a Targeting
Background image of page 1

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

View Full DocumentRight Arrow Icon
Steps in Market Segmentation, Targeting, and Positioning
Background image of page 2
Market Targeting Targeting simply means choosing how many & which segment to target Segmentation is the means/ tool choosing the target market is the purpose Choosing target market usually follows segmentation It involves several other tasks also: worth of the segment, how many segments, gap in the mkt, competitive advantage, firm’s resources,
Background image of page 3

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

View Full DocumentRight Arrow Icon
Effective Targeting Requires… Identify and profile distinct groups of buyers who differ in their needs and preferences. Select one or more market segments to enter. Establish and communicate the distinctive benefits of the market offering.
Background image of page 4
Market Targeting Effective Market Segmentation criteria Segment Size and Growth Analyze current segment sales, growth rates, and expected profitability for various segments. Segment Structural Attractiveness Consider effects of: competitors, availability of substitute
Background image of page 5

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

View Full DocumentRight Arrow Icon
Image of page 6
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 11/04/2010 for the course MM 012 taught by Professor Kotler during the Spring '10 term at E. Kentucky.

Page1 / 9

kotler08a targeting - Chapter 8 a Targeting Steps in Market...

This preview shows document pages 1 - 6. Sign up to view the full document.

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