BUAD307_L6_STP(2)

BUAD307_L6_STP(2) - Segmentation, Targeting & Positioning...

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Segmentation, Targeting & Positioning (II) Yi Zhu BUAD 307 06/13/2011 1
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Selecting Segment ? How do we select a segment to target? 2
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Evaluating Market Segments Segment Size and Growth Current segment sales Growth rate Expected profitability Segment Structural Attractiveness Competitors Substitute products Power of buyers Powerful suppliers Company Objectives and Resources 3
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Sizing Markets Data Sources Available from USC Libraries IBISWorld America's largest business collection of regularly updated industry market research reports containing key statistics and analysis. IRI - Information Resources Inc. (WRDS) Point-of-sale information from more than 11,300 grocery stores, as well as 7,500 drug stores covering the period 1983-1997. EIU Country Commerce A practical reference guide to the specific operating conditions, commercial laws and business regulations in more than 55 countries. It offers guidance on issues such as obtaining proper permits and registrations, protecting intellectual property and complying with local tax laws-including e-commerce rules. Provided by the Economist Intelligence Unit. MarketResearch.com Academic Market research reports from several sources covering a wide range of industries, services and products. Content includes industry interviews, competitive analysis, market trends, product innovations, buyer behavior, and market share. SimplyMap Web-based mapping application enables non-technical users to quickly create thematic maps and reports/tables using extensive demographic, social, business and marketing data. 4
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Market Targeting Strategies Undifferentiated Marketing (Mass Marketing) Differentiated Marketing (Multi-Segment Marketing) Concentrated Marketing (Niche Marketing) Micro-Marketing 5
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Market Targeting Strategies Marketing Mix The whole market Undifferentiated Marketing Marketing Mix 1 Marketing Mix 2 Marketing Mix 3 Segment 1 Segment 2 Segment 3 Differentiated Marketing Marketing Mix Segment 1 Segment 2 Segment 3 Concentrated Marketing Single-offer strategy Multi-offer strategy Single-offer strategy 6
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Market Targeting Strategies Undifferentiated Marketing Targets the whole market with one offer Focus on common needs rather than what’s different Advantages: Saving on production and marketing Disadvantage: Vulnerable to competition focusing on segments Example: Coca-cola, old Ford 7
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Market Targeting Strategies Differentiated Marketing Targets different market segments and design separate offers Advantages: Greater financial success Stronger position Disadvantage: High costs Cannibalization 8
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Market Targeting Strategies Concentrated Marketing
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This note was uploaded on 11/01/2011 for the course BUAD 307 taught by Professor Morristowns during the Summer '07 term at USC.

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BUAD307_L6_STP(2) - Segmentation, Targeting & Positioning...

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