Unformatted text preview: 4. Ways to segment markets – a. Geographicly b. Demographically c. Psychographic – personality, lifestyle, needs, birds of a feather. . d. Behavioral – purchase behavior 5. Market product grid – framework that relates market segments of potential buyres to products offered or potential marketing actions. Estimate market seize for each market product combination 6. Positioning product a. Head-to-head: competing directly with competitors on similar attributes b. Differentiation – distinguishing product as different 7. Perceptual maps – displaying/graphing in two dimensions location of product/brand in minds of consumers vs competitive offerings...
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- Fall '11
- Marketing, marketing actions, market product grid, marketing mix activities, Execute marketing program, Estimate market seize