241 W12 Chapter 7 Part II Positioning

241 W12 Chapter 7 Part II Positioning - Chapter 7 Part One...

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Unformatted text preview: Chapter 7 Part One Company Competitors Consumers Channel Place Price Product Promotion Target Position (Di ff erentiate) Segment Customer Retention Customer Acquisition Pro ts Create Value Capture Value Understand Value Sustain Value Context “The 4 C’s” “The Marketing Mix – The 4 P’s” “CRM” 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 Mainstream Tradi-onalist The Classic Independent U-litarian Jean Loyalist Trendy Casual Price Shopper Person • Age • Gender • Income • Lifestyle • Behavior Usage Situation P1 P2 P4 P3 S1 S2 S3 S4 • Core Need • Benefit • Behavior 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 Who Should we Exchange with? Depends on: 1. The 4 C’s (This is rst!!) 2. Pro tability Potential Company Competitors Consumers Channel Context Mainstream Tradi-onalist The Classic Independent U-litarian Jean Loyalist Trendy Casual Price Shopper A company should enter only segments where it can create superior value and gain advantages over competitors!! How likely is it that the market will be pro table?...
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241 W12 Chapter 7 Part II Positioning - Chapter 7 Part One...

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