Championing communications
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This document provides 7 ways for organizations to champion communications in a multicultural marketplace. It recommends defining or redefining what general market means with more multicultural consumers. It also suggests doing in-depth research on multicultural consumers, tracking youth markets, re-evaluating geographic regions, auditing multicultural marketing activities, identifying strategies to test the multicultural marketplace, and seeking internal or external multicultural experts. The document aims to help organizations improve their communications to diverse audiences.
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This document provides an overview of various marketing principles and contemporary approaches. It begins with definitions of marketing, including the American Marketing Association's definition. It then covers core marketing concepts like needs, wants, demands, exchange, and markets. It discusses the scope of marketing, including goods, services, experiences, events, persons, places, properties, organizations, information, and ideals. The document also outlines traditional marketing approaches like production, sales, marketing, relationship and societal concepts. It defines goals and objectives in marketing and provides examples of key marketing goals. Finally, it discusses contemporary approaches to marketing like not-for-profit marketing, product marketing, place marketing, cause marketing, and event marketing.
Market Segmentation - Five Essential Criteria
Market segmentation involves dividing broad target markets into specific consumer groups. There are 5 essential criteria for viable market segments: 1) They must be measurable in terms of size. 2) Be a substantial homogeneous group that will not quickly change. 3) Be accessible via appropriate marketing approaches. 4) Be internally similar but externally different from other segments. 5) Provide actionable data to inform marketing positions and sales approaches that can be quantified. Proper market segmentation allows for an efficient targeted approach to customers.
ENTREPRENEURSHIP-PPT-MODULE 1 [Autosaved].pptx
The document discusses entrepreneurship and the marketing mix or 7Ps. It defines entrepreneurship as starting and running a business. It then explains each of the 7Ps which make up the marketing mix: Product, Place, Price, Promotion, People, Packaging, and Positioning. For each P, it provides details on what they refer to. The document also discusses developing brand names and commonly used branding strategies such as having a purpose, consistency, emotion, flexibility, employee involvement, loyalty, and competitive awareness.
Presentation 1.pdf
The document discusses the 7 Ps of marketing:
1) Product marketing involves understanding the target audience and positioning a product.
2) Price marketing refers to setting prices, including discounts.
3) Promotion marketing shares information about brands and products to increase awareness and sales.
4) Place refers to how and where products are distributed for sale.
5) Packaging encloses and protects products, sets them apart from competitors, and is important for business.
6) Positioning influences consumer perception of a brand compared to others.
7) People refers to both internal employees and external customers responsible for sales and marketing.
Target marketing
This document discusses target marketing and market segmentation strategies. It defines a target market as a group of customers with shared demographics that are most likely to purchase a company's products. The document then provides examples of target markets for Nike, McDonald's and Starbucks. It outlines four types of market segmentation: demographic, geographic, psychographic, and behavioral. Finally, it describes three marketing strategies: differentiated, concentrated, and undifferentiated. The differentiated strategy involves creating separate offers for different customer segments, while concentrated focuses on a large share of a few submarkets and undifferentiated targets the whole market with one offer.
Entrepreneurship - SHS - Lesson 5 - 7 P's of Business Production and Branding
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This document provides an overview of the STP (Segmentation, Targeting, Positioning) marketing strategy framework. It begins by outlining different methods for segmenting markets, such as geographic, demographic, psychographic, and behavioral segmentation. It then discusses how firms evaluate segment attractiveness based on whether segments are identifiable, substantial, reachable, and responsive. Targeting strategies like undifferentiated, differentiated, concentrated, and micromarketing are also defined. Finally, the document covers developing positioning strategies through defining a product or service's unique value proposition and using perceptual maps to show its position relative to competitors.
MARKET SEGMENTATION, TARGETING, AND POSITIONING (.pptx
This document discusses market segmentation, targeting, and positioning (STP). It explains that marketers segment the market into groups with similar characteristics. There are various bases for segmentation like location, demographics, lifestyle, and behavior. Marketers then select target markets based on factors like segment size and viability. There are different targeting strategies like mass, differentiated, and niche marketing. Market positioning involves how consumers perceive and categorize brands based on their attributes. Effective positioning creates a unique value proposition that satisfies customer needs better than competitors. The document provides examples of segmentation, targeting, and developing a positioning statement.
Report
This document discusses the key aspects of target marketing, including market segmentation, targeting, and positioning. It provides details on each of the three steps:
1. Market segmentation involves dividing the market into distinct groups based on variables like geography, demographics, psychographics, and behavior. The document describes different levels and bases for segmentation.
2. Market targeting refers to evaluating the attractiveness of each segment and selecting which segments to focus on. Factors in selecting segments include concentration on a single segment or selective specialization across multiple segments.
3. Market positioning is developing a positioning concept for each target segment based on how the company wants customers in that segment to perceive its brand or product relative to competitors.
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What's Your Niche Marketing Strategy? [INFOGRAPHIC]
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Few things have captivated the imagination of communications professionals in recent years more than social media. But the journey forward has not been plain sailing, with some skeptics suggesting the medium is often an exercise in vanity characterized by too much broadcast and little meaningful engagement.
For consumer brands social media has proved a valuable route to reaching a broad audience. In the world of B2B marketing, however, where target audiences are considerably smaller and messaging is often more complex, some have suggested the social media is too lightweight or even irrelevant.
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To access the full report please click here: 131413 The Social Third 04_FINAL
For further information please contact:
Elizabeth Littlewood, Head of Techology, GolinHarris, elittlewood@golinharris.com
Jane Fordham, Director of Marketing, GolinHarris, jfordham@golinharris.com
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Championing communications
- 1. CHAMPIONING COMMUNICATIONS in a multicultural marketplace
- 3. WAYS YOU CAN BE A CHAMPION7
- 4. 1 DEFINE Help your organization define or redefine what general market means in the context of a more multicultural marketplace. REDEFINE
- 5. DEEP Engage your insights/ research team to do a “deep dive” of your multicultural consumer. DIVE 2
- 6. Track and monitor on the youth market, even if they are not your target customer. TRACK & MONITOR 3
- 7. Re-evaluate the geographic regions for shifts in demographics. RE- 4 EVALUATE
- 8. AUDIT Audit your marcom activities in the multicultural marketplace. 5
- 9. IDENTIFY If you have yet to market to the multicultural marketplace, identify a strategy to test. A STRATEGY 6
- 10. SEEK Seek the multicultural experts in your organization – internally or externally. EXPERTS 7
- 11. Zandra Zuno Executive Director, Multicultural Marketing zzuno@golinharris.com