Archive for May 1st, 2009
Positioning
Positioning – is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market. 2 Positioning Strategies: Head-to-Head Positioning Differentiated Positioning Perceptual Map – a means of displaying via two dimensions the location products or brands occupy in the minds of consumers. Perceptual mapping is [...]
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Targeting
Targeting – identifying which market segments offer the best market-product fit. 4 Targeting Strategies: Undifferentiated (Mass marketing) – one product targeted at all segments. Concentrated (Niche Marketing) – one product targeted at one segment. Differentitated – Multiple products targeted at multiple segments Customized (1-to-1 Marketing) – customized product for each customer. Criteria to use in [...]
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Segmentation
Market Segmentation involves aggregating prospective buyers into groups that have two key characteristics. 1. have common needs 2. respond similarly to a marketing action. Step Segmentation Process: 1. Group potential buyers into segment 2. Group products to be sold into categories 3. Develop market-products grid and estimated size of market Two ways to [...]
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