08.Targeting and Positioning

08.Targeting and Positioning - Targeting and Positioning...

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Targeting and Positioning
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The Marketing Strategy Process Customers Company Competitors Target Market Selection Positioning Market Segmentation Product Place Promotion Price Customer Retention Customer Acquisition Profts Create Value Capture Value Sustain Value The Marketing Mix Context Who should we exchange with?
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Target Attractive Segments The objective is to select segments. ..that maximize profts. Market size Expected growth Competitive position Cost to reach Company ft Play to your strengths
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Positioning Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect. Al Ries Jack Trout
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Positioning Strong positioning helps guide organizational activities by clarifying the brand’s essence , what the brand helps the customer achieve, and how it is unique in doing so. Everyone in the organization should understand the positioning
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This note was uploaded on 11/17/2011 for the course BUS M 241 taught by Professor Swenson,j during the Fall '11 term at BYU.

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08.Targeting and Positioning - Targeting and Positioning...

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