{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

Segment Targeting Positioning

Segment Targeting Positioning - I will know when our...

Info icon This preview shows pages 1–7. Sign up to view the full content.

View Full Document Right Arrow Icon
Click to edit Master subtitle style 2/10/11 MKTg 301: principles of marketing Segmenting-Targeting-Positioning “I will know when our businesses are doing a good job of market segmentation when they can articulate to whom we should not sell.” Chuck Lillis CEO, MediaOne Group
Image of page 1

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

View Full Document Right Arrow Icon
2/10/11 Exam #1
Image of page 2
2/10/11 Review: The Market A market is an aggregate of people who, as individuals or organizations, have needs for products in a product class and who have the ability, willingness, and authority to purchase such products. Two Main Markets: Consumer (B2C) Why they buy? Intend to consume or benefit, but not to make a profit.
Image of page 3

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

View Full Document Right Arrow Icon
2/10/11 Why STP? Effective l Focus a business’s resources on opportunities that match its capabilities. l Fine-tune product offerings to provide better value to a group of customers with common needs. l Enhance understanding of competitor actions. Efficient
Image of page 4
2/10/11 STP Process {5B11A2B3-B9DA-4EAA-9DAD-E3C5127E0B3E} Strategy or Objectives {B0B642A8-1C60-491A-A1CA-C1DCE2166DD2} Evaluate Segment Attract {A7FEF25A-6CDE-4FF8-86D0-04A9EB437E82} Select Target Market {6A61F444-BB3B-4548-94B2-81563914F65E} Describe Segments {1FFC87E6-75FE-46E6-A434-F70AF45B86C5} Identify and Develop Positioning Strategy segmentation targeting positioning
Image of page 5

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

View Full Document Right Arrow Icon
2/10/11 1. Establish Overall Strategy 1. Undifferentiated (Mass Marketing) Strategy l One Large Market; One General Offering 1.
Image of page 6
Image of page 7
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern