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Session+5+student-1 - THE BIG PICTURE Source of Volume THE...

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THE   BIG   PICTURE: Source of  Volume
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THE   BIG   PICTURE marketing objective source of volume evaluate business objective place price promotion execute product service position segment target STP entity goal competence retention acquisition steal share demand- stimulation
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Source of  Volume why define category first your category determines your choice of source of volume  your category defines your key competitors how to define category Reflects your core business Considers key benefits sought by consumers
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Stimulate Primary  Demand emphasize category benefit  brand name not as important not limited to  commodities benefit for category leader: increases accrue  according to current share positions
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Stimulate  Primary  Demand new users new volume (same users,  increased  volume) new value (same users, higher price paid) DeBeers Diamonds
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Steal  Share
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