Chapter_012 cont

Chapter_012 cont - Desired Skills Communication skills...

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Desired Skills Communication skills Interpersonal skills Statistical skills
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Opportunity Assessment Collecting market information to forecast changes using Ø Content analysis Ø In-depth interviews Ø Formal rating procedures
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Market Segmentation Examine similarities and differences in consumer’s needs using Ø Benefit and lifestyle studies
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Competition Analysis Evaluates competitor’s strengths, weaknesses, and future plans using Ø Importance-performance analysis
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Target Market Analysis Identifies segments the company wishes to serve as well as the needs of those groups Ø New product opportunities Ø Demographics, psychographics, attitudes Ø User profiles, usage patterns Ø Effectiveness of current strategy
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Positioning Company seeks to establish meaning consistent with customer needs and preferences Refers to perception of company versus competition in mind of consumer
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New Product Planning Provides information for improving products and planning new products Ø Concept and product testing Ø Test marketing
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This note was uploaded on 01/18/2012 for the course MKTG 4100 taught by Professor Armentashchian during the Spring '12 term at Kennesaw.

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Chapter_012 cont - Desired Skills Communication skills...

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