Chapter_06 - Chapter 6 Market Segmentation, Positioning,...

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Chapter 6 Market Segmentation, Positioning, and the Value Proposition PPT 6-1
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STP Marketing and the Evolution of Marketing Strategy 1. Target Market : A sub-group of a larger market chosen as the focal point for a marketing or advertising campaign. ( NOT illegal or unethical!) 2. Positioning : Designing and representing a brand in a way that is distinct in the consumer’s mind. 3. Positioning Strategy : Selecting key themes to communicate to a target market. 4. Marketing Strategy : Evolves as a result of 1-3 PPT 6-2
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3 Beyond STP—Regular Assessment 1. Reassess segmentation strategy : Exam the current target segment to develop new and better ways of meeting its needs. Change the target and reposition the brand to a new segment. 2. Pursue product differentiation strategy : Emphasize or create differences in brands to distinguish them from competitors. Advertising plays a critical role because the consumer will have to be convinced that the difference is meaningful.
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Chapter_06 - Chapter 6 Market Segmentation, Positioning,...

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