Effective segmentation criteria Identifiable actionable etc Must be considered

Effective segmentation criteria identifiable

This preview shows page 20 - 23 out of 23 pages.

Effective segmentation criteria Identifiable, actionable etc. Must be considered together with marketing programme
Image of page 20
Take-away (2): Targeting and Positioning Targeting Evaluation of segments Range from undifferentiated marketing to micro-marketing Positioning Putting product in clear “place” relative to competition in the minds of target customers Perceptual map
Image of page 21
Christensen, C.M., Anthony, S.D., Berstell, G. & Nitterhouse, D. (2007) “Finding the right job for your product,” MIT Sloan Management Review, 48(3): 38-47 Harvard Business School Press (1978) “A note on consumer market segmentation,” HBSP note #9-579-055 (on VLE) MacMillan, I.C. & McGrath, I.G. (1997) “Discovering new points of differentiation,” Harvard Business Review , July-August: 91-99 Yankelovich, D. & Meer, D. (2006) “Rediscovering market segmentation,” Harvard Business Review , February: 123-131 Major Readings Textbook Reading: (NOT obligatory) Kotler et al. (2009/ 2012/2016) Ch. 10
Image of page 22
Re-read Gourville (2006) (Session 2 major reading) and Reichheld (2003) (Session 3 major reading) Anderson, E. & Simester, D. (2003) “Mind your pricing cues,” Harvard Business Review, September: 96-103 Tellis, G.J. (1986) “Beyond the many faces of price: An integration of pricing strategies,” Journal of Marketing 50(October): 146-160 Kliatchko, J. (2005) “Towards a new definition of integrated marketing communications (IMC),” International Journal of Advertising 24(1): 7-34 (only required to read p.21-31) Major Readings for next Session Textbook Reading: (NOT obligatory) Kotler et al. (2009 or 2012) Ch. 16,19,20; or Kotler et al. (2016) Ch. 16,17,18
Image of page 23

You've reached the end of your free preview.

Want to read all 23 pages?

  • Spring '19
  • Marketing, Effective Segmentation, Harvard Business School Press

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture