Chapter 7 Part II Positioning

Chapter 7 Part II Positioning - Chapter 7 Part One...

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Chapter 7 Part One
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Company Competitors Consumers Channel Place Price Product Promotion Target Position (Differentiate) Segment Customer Retention Customer Acquisition Profits Create Value Capture Value Understand Value Sustain Value Context “The 4 C’s” “The Marketing Mix – The 4 P’s” “CRM”
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Most Used Most Useful Geographic Region, city or metro size, density, climate Demographic Age, gender, family size and life cycle, race, occupation, income Psychographic Lifestyle, personality, attitudes, values Behavioral Usage situations, benefits Ways to Segment
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Mainstream Traditionalist The Classic Independent Utilitarian Jean Loyalist Trendy Casual Price Shopper
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Person Age Gender Income Lifestyle Behavior Usage Situation P1 P2 P4 P3 S1 S2 S3 S4 Core Need Benefit Behavior
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Single Female Less than $30K No Kids Cabin Fever Reduce lonliness Less bored/blue Get out of house Married 2+ Kids Less than $30K Married/Divorced 2+ Kids Over $30K Married 2+ Kids Over $35K Mom’s Night Off No fuss Not rushed Reward / Rejuvenate Good Price/Value Save $ Stay home/Don’t cook Discount price Family Meal Reward everyone Easy to get Kids love Special Trip Eat @ restaurant Reward Mom Eat @ Restaurant 3+ People Reward Mom Family Dinner Eat @ home Under $5/person Weekend Dinner Kid’s Treat Makes kids happy No embarrassment Have fun On Way Home Quick and Easy Convenient Kids feel special
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Who Should we Exchange with? Depends on: 1. The 4 C’s (This is first!!) 2. Profitability Potential Company Competitors Consumers Channel Context
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Mainstream Traditionalist The Classic Independent Utilitarian Jean Loyalist Trendy Casual Price Shopper A company should enter only segments where it can create superior value and gain advantages over competitors!!
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market size (next slide)
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This note was uploaded on 11/27/2011 for the course BUS M 341 taught by Professor Scottsmith during the Fall '10 term at BYU.

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Chapter 7 Part II Positioning - Chapter 7 Part One...

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