6+GlobSTPst

6+GlobSTPst - Position your product n by competitors n...

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Segmentation Scenarios n Universal or global segments n Regional segments n Unique (diverse) segments Segmentation, Targeting, & Positioning (STP)
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Different Segment Scenarios
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Segmentation bases n Demographic n Geographic n Psychographic n Behavioral n Benefits sought
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n Demographic segments across countries (global teenagers) By countries q GDP (per capita; PPP) q Population n Geographic q Pacific Basin (SE Asia), q Americas (North, Central, South) q Europe (Western, Central Europe) q Middle East and Africa Proximity n Economic/Political Integration (e.g. EU, NAFTA, ASEAN) n Language/Culture
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n Select which segments to market to, n based on: q Size q Growth Potential q Accessibility q Competitive Intensity Targeting
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Targeting Strategies n Standardized (mass) n Concentrated n Differentiated
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Developing a marketing mix to  encourage people in the target market to  form a particular  mental image  of a  product relative to competing products Positioning
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Positioning Strategies:
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Unformatted text preview: Position your product n by competitors n product benefit, solutions for problems n by use or user n by quality/price/value n by product class Global, Foreign, and Local Consumer Culture Positioning n Global consumer culture positioning (GCCP) q Brand as a symbol of a global consumer culture n Local consumer culture positioning (LCCP) q Brand as an intrinsic part of the local culture. n Foreign consumer culture positioning (FCCP) q Brand mystique built around a specific foreign culture Global Positioning Works Best for n High-Tech- technical products (computers)- products that demonstrate well (instant cameras) n High-Touch (image; highly involving)- products that solve a common problem (lifes little moments) - products that use universal themes (materialism, heroism, romance) One Global Position vs Multi-Local...
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This note was uploaded on 11/15/2011 for the course BUS-M 401 taught by Professor Sasha during the Spring '11 term at IUPUI.

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6+GlobSTPst - Position your product n by competitors n...

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