Segment Targeting Positioning

Segment Targeting Positioning - Click to edit Master...

Info iconThis preview shows pages 1–8. Sign up to view the full content.

View Full Document Right Arrow Icon

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

View Full DocumentRight Arrow Icon

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

View Full DocumentRight Arrow Icon

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

View Full DocumentRight Arrow Icon

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

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

Unformatted text preview: 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 2/10/11 Exam #1 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. 2/10/11 Why STP? Effective l Focus a businesss 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. 2/10/11 STP Process { 5 B 1 A 2 B 3 -B 9 D A -4 E A-9 D A D -E 3 C 5 1 2 7 E 0 B 3 E } Strategy or Objectives { B 0 B 6 4 2 A 8 -1 C 6 0 -4 9 1 A -A 1 C A -C 1 D C E 2 1 6 D D 2 } Evaluate Segment Attract { A 7 F E F 2 5 A -6 C D E -4 F 8 -8 6 D 0 -0 4 A 9 E B 4 3 7 E 8 2 } Select Target Market { 6 A 6 1 F 4 4 -B 3 B -4 5 4 8 -9 4 B 2 -8 1 5 6 3 9 1 4 F 6 5 E } Describe Segments { 1 F C 8 7 E 6 -7 5 F E -4 6 E 6 -A 4 3 4 -F 7 0 A F 4 5 B 8 6 C 5 } Identify and Develop Positioning Strategy segmentation targeting positioning 2/10/11 1. Establish Overall Strategy 1. Undifferentiated (Mass Marketing) Strategy l One Large Market; One General Offering 1. Differentiated Strategy l Several Markets; Many Focused Offerings 1. Concentrated Strategy 2/10/11 STP Strategies 2/10/11...
View Full Document

This note was uploaded on 02/09/2011 for the course MKTG 301 taught by Professor Staff during the Fall '08 term at George Mason.

Page1 / 31

Segment Targeting Positioning - Click to edit Master...

This preview shows document pages 1 - 8. Sign up to view the full document.

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