MARKETING CONCEPTS

Don’t buy market share. Figure out how to earn it.
- Philip Kotler
MARKET SEGMENT




“A group of consumers who respond in a similar way to a
given set of marketing efforts”
-Philip Kotle...
DIffERENTIATION


“Actually differentiating the market offering to create
superior customer value”
- Philip Kotler
POSITIONING


“Arranging for a product to occupy a clear, distinctive, and
desirable place relative to competing products...
DEMOGRAPhIC SEGMENT
fACTORS










Age
Gender
Family size
Family life cycle
Income
Occupation
Education
Religi...
GeoGraphical seGment
factor






World region or country
Country region
City or metro size
Density
Climate
psychoGraphic seGment
factors




Social class
Lifestyle
Personality
Behavioral seGment factors








Occasions
Benefits
User status
User rates
Loyalty status
Readiness stage
Attitud...
niche marketinG


“A market-coverage strategy in which a firm goes after a
large share of one or a few segments or niches...
mass marketinG


An attempt to appeal to an entire market with one basic
marketing strategy utilizing mass distribution a...
Product Positioning


“Positioning is the act of designing the company’s offering
and image to occupy a distinctive place...
comPetitive advantage


“An advantage over competitors gained by offering greater
customer value, either through lower pr...
value ProPosition


“The full positioning of a brand - the full mix of benefits
upon which it is positioned”
- Philip Kot...
micro marketing


“The practice of tailoring products and marketing
programs to the needs and wants of specific individua...
PoP vs. Pod
POP


The aspects of the
product offering that
are largely similar to
the offerings of like
competitors

POD
...
Positioning statement.


“A statement that summarizes company or brand
positioning – It takes this form: To (target segme...
tHanK YoU
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Marketing concepts 2

  1. 1. MARKETING CONCEPTS Don’t buy market share. Figure out how to earn it. - Philip Kotler
  2. 2. MARKET SEGMENT   “A group of consumers who respond in a similar way to a given set of marketing efforts” -Philip Kotler SMART:      Specific Measurable Accessible Reliable Targetable
  3. 3. DIffERENTIATION  “Actually differentiating the market offering to create superior customer value” - Philip Kotler
  4. 4. POSITIONING  “Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers” - Philip Kotler
  5. 5. DEMOGRAPhIC SEGMENT fACTORS          Age Gender Family size Family life cycle Income Occupation Education Religion Nationality
  6. 6. GeoGraphical seGment factor      World region or country Country region City or metro size Density Climate
  7. 7. psychoGraphic seGment factors    Social class Lifestyle Personality
  8. 8. Behavioral seGment factors        Occasions Benefits User status User rates Loyalty status Readiness stage Attitude toward product
  9. 9. niche marketinG  “A market-coverage strategy in which a firm goes after a large share of one or a few segments or niches” - Philip Kotler
  10. 10. mass marketinG  An attempt to appeal to an entire market with one basic marketing strategy utilizing mass distribution and mass media. Also called undifferentiated marketing.
  11. 11. Product Positioning  “Positioning is the act of designing the company’s offering and image to occupy a distinctive place in target market’s mind.” - Philip Kotler
  12. 12. comPetitive advantage  “An advantage over competitors gained by offering greater customer value, either through lower prices or by providing more benefits that justify higher prices” - Philip Kotler
  13. 13. value ProPosition  “The full positioning of a brand - the full mix of benefits upon which it is positioned” - Philip Kotler
  14. 14. micro marketing  “The practice of tailoring products and marketing programs to the needs and wants of specific individuals and local customer groups – includes local marketing and individual marketing” -Philip Kotler
  15. 15. PoP vs. Pod POP  The aspects of the product offering that are largely similar to the offerings of like competitors POD  The aspects of the product offering that are relatively distinct to the offerings of like competitors
  16. 16. Positioning statement.  “A statement that summarizes company or brand positioning – It takes this form: To (target segment and need) our (brand) is (concept) that (point-of-difference)” - Philip Kotler  “For serious athletes, Nike gives confidence that provides the perfect shoe for every sport”
  17. 17. tHanK YoU
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