The document discusses the STP process of market segmentation, targeting, and positioning. It defines segmentation as classifying customers into groups, targeting as evaluating segment attractiveness and selecting segments, and positioning as arranging a product to occupy a clear place in the consumer's mind. The document then provides details on how to conduct segmentation, targeting, and positioning including identifying bases for segmentation, developing selection criteria, and choosing a market coverage strategy.
This document discusses sales quotas, including what they are, different types of quotas, objectives of quotas, and how to set quotas. It defines a sales quota as an individual sales target assigned to a sales unit like a person or region. There are various types of quotas including sales volume, profit, expense, and activity quotas. Quotas are used to measure performance, control sales and expenses, motivate performance, and direct sales activities. The document provides tips for setting quotas, such as considering historical sales, growth expectations, individual reps' skills and markets, and getting buy-in from the sales team.
E marketing Channels PowerPoint Presentation Slides SlideTeam
Presenting this set of slides with name - E Marketing Channels Powerpoint Presentation Slides. This complete deck is oriented to make sure you do not lag in your presentations. Our creatively crafted slides come with apt research and planning. This exclusive deck with sixty slides is here to help you to strategize, plan, analyse, or segment the topic with clear understanding and apprehension. Utilize ready to use presentation slides on E Marketing Channels Powerpoint Presentation Slides with all sorts of editable templates, charts and graphs, overviews, analysis templates. It is usable for marking important decisions and covering critical issues. Display and present all possible kinds of underlying nuances, progress factors for an all inclusive presentation for the teams. This presentation deck can be used by all professionals, managers, individuals, internal external teams involved in any company organization.
This document outlines five criteria for effective market segmentation: segments must be measurable by size, substantial by being large and profitable, accessible through effective outreach methods, differentiable as conceptually distinct groups that respond differently to offerings, and actionable by having programs that can attract and serve each segment. It was created by Abhinaba Mondal during an internship under Prof. Sameer Mathur at IIM Lucknow.
The document discusses different types of market segmentation. It defines market segmentation as breaking buyers into internally similar but externally different groups. There are four main bases for segmentation: geographic, demographic, psychographic, and behavioral. Demographic segmentation divides the market based on variables like age, gender, income, occupation, and household size. Psychographic segmentation uses psychological attributes, lifestyles, and attitudes to develop behavioral profiles of customers. Behavioral segmentation focuses on factors like usage occasions, benefits sought, and brand loyalty.
This document discusses creating long-term loyalty relationships with customers. It defines key concepts like customer value, satisfaction and loyalty. It also discusses how companies can maximize customer lifetime value and attract and retain customers through customer relationship management programs and databases. Specific strategies highlighted include identifying customer needs, customizing interactions, reducing defection rates and focusing efforts on high-value customers.
This document discusses distribution strategy. It defines distribution as one of the four aspects of marketing, with distributors acting as middlemen between manufacturers and retailers. It then discusses distribution channels and how they are used to reconcile producer and consumer needs. The document outlines different channel strategies involving selection, intensity, and integration of channels. It also discusses channel management, physical distribution systems, and some ethical issues related to distribution.
Cisco was founded in 1984 and grew to become a worldwide leading supplier of networking equipment. However, due to low brand awareness, people were not aware of Cisco. To increase awareness and enter new markets, Cisco acquired companies and developed consumer products. It rebranded with the slogan "The Human Network" and promoted connectivity at sports events. While this marketing strategy helped Cisco survive an internet bust, it also increased competition from other companies.
This document discusses sales quotas, including what they are, different types of quotas, objectives of quotas, and how to set quotas. It defines a sales quota as an individual sales target assigned to a sales unit like a person or region. There are various types of quotas including sales volume, profit, expense, and activity quotas. Quotas are used to measure performance, control sales and expenses, motivate performance, and direct sales activities. The document provides tips for setting quotas, such as considering historical sales, growth expectations, individual reps' skills and markets, and getting buy-in from the sales team.
E marketing Channels PowerPoint Presentation Slides SlideTeam
Presenting this set of slides with name - E Marketing Channels Powerpoint Presentation Slides. This complete deck is oriented to make sure you do not lag in your presentations. Our creatively crafted slides come with apt research and planning. This exclusive deck with sixty slides is here to help you to strategize, plan, analyse, or segment the topic with clear understanding and apprehension. Utilize ready to use presentation slides on E Marketing Channels Powerpoint Presentation Slides with all sorts of editable templates, charts and graphs, overviews, analysis templates. It is usable for marking important decisions and covering critical issues. Display and present all possible kinds of underlying nuances, progress factors for an all inclusive presentation for the teams. This presentation deck can be used by all professionals, managers, individuals, internal external teams involved in any company organization.
This document outlines five criteria for effective market segmentation: segments must be measurable by size, substantial by being large and profitable, accessible through effective outreach methods, differentiable as conceptually distinct groups that respond differently to offerings, and actionable by having programs that can attract and serve each segment. It was created by Abhinaba Mondal during an internship under Prof. Sameer Mathur at IIM Lucknow.
The document discusses different types of market segmentation. It defines market segmentation as breaking buyers into internally similar but externally different groups. There are four main bases for segmentation: geographic, demographic, psychographic, and behavioral. Demographic segmentation divides the market based on variables like age, gender, income, occupation, and household size. Psychographic segmentation uses psychological attributes, lifestyles, and attitudes to develop behavioral profiles of customers. Behavioral segmentation focuses on factors like usage occasions, benefits sought, and brand loyalty.
This document discusses creating long-term loyalty relationships with customers. It defines key concepts like customer value, satisfaction and loyalty. It also discusses how companies can maximize customer lifetime value and attract and retain customers through customer relationship management programs and databases. Specific strategies highlighted include identifying customer needs, customizing interactions, reducing defection rates and focusing efforts on high-value customers.
This document discusses distribution strategy. It defines distribution as one of the four aspects of marketing, with distributors acting as middlemen between manufacturers and retailers. It then discusses distribution channels and how they are used to reconcile producer and consumer needs. The document outlines different channel strategies involving selection, intensity, and integration of channels. It also discusses channel management, physical distribution systems, and some ethical issues related to distribution.
Cisco was founded in 1984 and grew to become a worldwide leading supplier of networking equipment. However, due to low brand awareness, people were not aware of Cisco. To increase awareness and enter new markets, Cisco acquired companies and developed consumer products. It rebranded with the slogan "The Human Network" and promoted connectivity at sports events. While this marketing strategy helped Cisco survive an internet bust, it also increased competition from other companies.
This document discusses factors for companies to consider when deciding to enter global markets, including evaluating specific international markets and determining how to enter foreign markets. It covers differences between marketing in developing versus developed countries and how companies can influence perceptions of where their products originate from. The key decisions international companies must make relate to which markets to enter, how to adapt their marketing programs across countries, and selecting the appropriate mode of market entry.
Market Segmentation, Targeting and PositioningKevo041962
This document discusses market segmentation, targeting, and positioning. It defines market segmentation as dividing the total market into smaller, homogeneous groups based on characteristics like age, gender, income, location, and buying patterns. Effective segmentation depends on identifying segments that are large enough and can be served profitably. The document outlines strategies for segmenting consumer markets demographically, geographically, psychographically, and based on product use. It also discusses the market segmentation process and different strategies for reaching target markets like undifferentiated, differentiated, concentrated, and micromarketing.
All slides are completely editable and professionally designed by our team of expert PowerPoint designers. The presentation content covers all areas of Sales Campaign Power Point Presentation Slides and is extensively researched. This ready-to-use deck comprises visually stunning PowerPoint templates, icons, visual designs, data-driven charts and graphs and business diagrams. The deck consists of a total of tweenty six slides. You can customize this presentation as per your branding needs. You can change the font size, font type, colors as per your requirement. Download the presentation, enter your content in the placeholders and present with confidence.
Market Segmentation, Targeting and PositioningDaniel Gibson
The document summarizes the key steps in market segmentation, targeting, and positioning. It discusses:
1) The benefits of segmentation including effective use of resources, focus, and value creation.
2) The main steps in segmentation, targeting, and positioning including identifying market segments, developing segment profiles, evaluating segment attractiveness, selecting target segments, and developing a positioning and marketing mix for each.
3) Common bases used for segmenting markets such as demographics, psychographics, behaviors, and geography. It also outlines strategies for market coverage and choosing positions that create competitive advantage.
A sales quota is a quantitative goal assigned to a sales unit for a particular time period that is used to direct and control sales operations. Quotas provide standards for measuring sales performance and obtaining tighter sales and expense control. They also motivate desired performance through incentives for surpassing quotas and recognizing superior performance. Effective quota systems involve participation by sales personnel, keeping them informed of their progress, and continuous managerial monitoring and control. Quotas can be based on sales volume, budget targets, expenses, activities, or a combination of factors.
Promotion involves communicating with potential buyers to influence their opinions and elicit responses. The promotional mix combines different promotion tools like advertising, public relations, sales promotion, and personal selling. Factors like the product's stage in its life cycle and characteristics of the target market determine which tools are used. The promotional mix must be coordinated as part of an integrated marketing communications strategy to ensure consistent messaging. New media like blogs, the internet, and viral marketing are increasingly impacting promotional strategies.
Brand positioning aims to make a brand distinct in customers' minds relative to competitors. Companies emphasize distinguishing features or create a suitable image through advertising. Once positioned, it is difficult to reposition without losing credibility. Successful positioning requires elements like uniqueness, importance to customers, being communicable, understandable, and sustainable through marketing efforts. Companies employ strategies like emphasizing attributes, benefits, applications, user groups, comparisons, or different categories. Brand alliances allow two brands to cooperate, helping penetrate new markets through industrial cooperation or joint promotions. Proper positioning can help brands achieve market success through brand association with leaders or differentiation with new attributes.
The document defines the marketing mix as the set of actions or tactics a company uses to promote its brand or products in the market. It explains the marketing mix has four main elements: product, price, place, and promotion. These elements, also known as the 4Ps, refer to decisions around product design, pricing, distribution channels, and promotional strategies like advertising or sales promotions. The marketing mix framework helps companies effectively manage and combine these different elements to meet marketing objectives.
This document outlines 10 key concepts about retailing, wholesaling, and logistics. It defines retailing and wholesaling, describes the major types of each, and explains how franchising works. It also discusses how market logistic decisions are made and trends in logistics, such as frequent deliveries, shorter order times, and customized packaging.
Marketing Management Book kotler(summary)Kavery Gupta
The document provides an overview of key marketing concepts including the marketing mix, segmentation, product life cycle, pricing strategies, distribution channels, integrated marketing communications, sales management, and international marketing. It also outlines the steps in developing an effective marketing plan, including performing a situation analysis, defining objectives and strategies, developing financial projections, and establishing controls for implementation and evaluation.
The document outlines Key Practices Inc.'s presentation on developing effective go-to-market channel strategies. It emphasizes focusing on understanding customers, developing a clear value proposition, integrating sales and marketing through CRM, establishing multiple sales channels, and measuring performance. The presentation provides best practices around identifying customer needs, articulating benefits to the customer, selecting the right target markets, understanding competitors, and ensuring marketing and sales work together to close the loop from lead to purchase.
This document provides an overview of key concepts in marketing strategy and planning. It discusses companywide strategic planning, including defining missions and objectives, analyzing business portfolios, and developing strategies. It also covers marketing strategy, including market segmentation, targeting, positioning, and the marketing mix. Finally, it discusses marketing implementation, organization, and control, including return on marketing investment.
The document provides an overview of sales and distribution management. It discusses the growing importance of sales and defines key concepts like personal selling, sales management, distribution management, and the relationship between sales objectives, strategies, and tactics. It also outlines the roles and skills of a sales manager, different sales positions, and emerging trends in the field. Distribution management plays a key supporting role in executing the plans developed by sales management.
This document discusses key concepts in marketing for the 21st century. It covers the challenges businesses face in a new economy with increased information and connectivity. Major topics addressed include the tasks of marketing, core marketing concepts and tools, different company orientations toward customers and markets, and how businesses and marketers are responding to changes through strategies like e-commerce, globalization, and relationship marketing.
This document provides an overview of key facts about South Korea, including its history, culture, economy, and technology adoption. It discusses historical periods like the Three Kingdoms period and Japanese colonial rule. It also outlines demographic characteristics, noting South Korea's highly educated and technologically connected population. The economy is characterized as innovative with major companies like Samsung and a focus on exports. Internet and mobile technology have been widely adopted. The document analyzes South Korea's culture, including traditions like Hanbok dresses and the importance of family and education. It also summarizes business etiquette and opportunities/threats around marketing to seniors.
What Is The SOSTAC Model Of Marketing? By PR Smith – Download PDFShamsher Khan
Free dowbnload p r smith's sostac® planning model pr smith's marketing planning system - SOSTAC® - situation analysis, in pdf detail of what is sostac planning method.
Advertising is a form of communication used to encourage or persuade an audience to take action. The objectives of advertising include preparing for new products, creating demand, facing competition, and informing customers. When developing an advertising message, companies must generate, evaluate, and execute the message. They must also consider the product life cycle stage, market share, competition, and advertising frequency when setting their advertising budget. Selecting the right media is also important, as it depends on factors like reach, frequency, and timing. Measuring the effectiveness of advertising allows companies to understand the communication and sales effects of their campaigns.
The document discusses various growth strategies for fast-moving consumer goods (FMCG) companies. These include pursuing a multibrand strategy to capture market share, product flanking to offer variations, brand extensions to leverage brand equity, building product lines, new product development, innovating core products, taking a long term outlook, extending product lifecycles, expanding markets through increased usage, developing wide distribution networks, monitoring consumer insights, advertising and promotions.
A sales territory is a grouping of customers and prospects assigned to an individual salesperson. There are several reasons for establishing and revising sales territories, including providing proper market coverage, controlling selling expenses, assisting in evaluating sales force personnel, contributing to sales force morale, and aiding coordination of selling and advertising efforts. When designing sales territories, a basic geographical unit is selected and sales potential is determined for each unit. Units are then combined into tentative territories with approximately equal sales potential. Territories are adjusted based on differences in coverage difficulty to equate incremental sales per dollar of selling expenditures among territories. Assigning sales personnel considers differences in ability and effectiveness in different territories. Routing and scheduling aims to optimize coverage and minimize wasted time.
STP: segmentation, targeting and positioningsavi maha
The STP process involves segmentation, targeting, and positioning. Segmentation involves dividing the market into subgroups with distinct characteristics. Targeting involves selecting which market segments to focus on. Positioning involves managing consumer perception of a brand relative to competitors. The goal of STP is to guide development of an appropriate marketing mix. Common segmentation bases include geographic, demographic, psychographic, and behavioral characteristics.
IQ is seeking capital to commercialize the first photochromic contact lenses, which will allow the lenses to change opacity in response to UV light exposure. The technology is patented. The startup aims to gain a 0.5% market share in the US contact lens market within 5 years, projecting $20 million in exit value. Clinical trials will evaluate the lenses' performance.
This document discusses factors for companies to consider when deciding to enter global markets, including evaluating specific international markets and determining how to enter foreign markets. It covers differences between marketing in developing versus developed countries and how companies can influence perceptions of where their products originate from. The key decisions international companies must make relate to which markets to enter, how to adapt their marketing programs across countries, and selecting the appropriate mode of market entry.
Market Segmentation, Targeting and PositioningKevo041962
This document discusses market segmentation, targeting, and positioning. It defines market segmentation as dividing the total market into smaller, homogeneous groups based on characteristics like age, gender, income, location, and buying patterns. Effective segmentation depends on identifying segments that are large enough and can be served profitably. The document outlines strategies for segmenting consumer markets demographically, geographically, psychographically, and based on product use. It also discusses the market segmentation process and different strategies for reaching target markets like undifferentiated, differentiated, concentrated, and micromarketing.
All slides are completely editable and professionally designed by our team of expert PowerPoint designers. The presentation content covers all areas of Sales Campaign Power Point Presentation Slides and is extensively researched. This ready-to-use deck comprises visually stunning PowerPoint templates, icons, visual designs, data-driven charts and graphs and business diagrams. The deck consists of a total of tweenty six slides. You can customize this presentation as per your branding needs. You can change the font size, font type, colors as per your requirement. Download the presentation, enter your content in the placeholders and present with confidence.
Market Segmentation, Targeting and PositioningDaniel Gibson
The document summarizes the key steps in market segmentation, targeting, and positioning. It discusses:
1) The benefits of segmentation including effective use of resources, focus, and value creation.
2) The main steps in segmentation, targeting, and positioning including identifying market segments, developing segment profiles, evaluating segment attractiveness, selecting target segments, and developing a positioning and marketing mix for each.
3) Common bases used for segmenting markets such as demographics, psychographics, behaviors, and geography. It also outlines strategies for market coverage and choosing positions that create competitive advantage.
A sales quota is a quantitative goal assigned to a sales unit for a particular time period that is used to direct and control sales operations. Quotas provide standards for measuring sales performance and obtaining tighter sales and expense control. They also motivate desired performance through incentives for surpassing quotas and recognizing superior performance. Effective quota systems involve participation by sales personnel, keeping them informed of their progress, and continuous managerial monitoring and control. Quotas can be based on sales volume, budget targets, expenses, activities, or a combination of factors.
Promotion involves communicating with potential buyers to influence their opinions and elicit responses. The promotional mix combines different promotion tools like advertising, public relations, sales promotion, and personal selling. Factors like the product's stage in its life cycle and characteristics of the target market determine which tools are used. The promotional mix must be coordinated as part of an integrated marketing communications strategy to ensure consistent messaging. New media like blogs, the internet, and viral marketing are increasingly impacting promotional strategies.
Brand positioning aims to make a brand distinct in customers' minds relative to competitors. Companies emphasize distinguishing features or create a suitable image through advertising. Once positioned, it is difficult to reposition without losing credibility. Successful positioning requires elements like uniqueness, importance to customers, being communicable, understandable, and sustainable through marketing efforts. Companies employ strategies like emphasizing attributes, benefits, applications, user groups, comparisons, or different categories. Brand alliances allow two brands to cooperate, helping penetrate new markets through industrial cooperation or joint promotions. Proper positioning can help brands achieve market success through brand association with leaders or differentiation with new attributes.
The document defines the marketing mix as the set of actions or tactics a company uses to promote its brand or products in the market. It explains the marketing mix has four main elements: product, price, place, and promotion. These elements, also known as the 4Ps, refer to decisions around product design, pricing, distribution channels, and promotional strategies like advertising or sales promotions. The marketing mix framework helps companies effectively manage and combine these different elements to meet marketing objectives.
This document outlines 10 key concepts about retailing, wholesaling, and logistics. It defines retailing and wholesaling, describes the major types of each, and explains how franchising works. It also discusses how market logistic decisions are made and trends in logistics, such as frequent deliveries, shorter order times, and customized packaging.
Marketing Management Book kotler(summary)Kavery Gupta
The document provides an overview of key marketing concepts including the marketing mix, segmentation, product life cycle, pricing strategies, distribution channels, integrated marketing communications, sales management, and international marketing. It also outlines the steps in developing an effective marketing plan, including performing a situation analysis, defining objectives and strategies, developing financial projections, and establishing controls for implementation and evaluation.
The document outlines Key Practices Inc.'s presentation on developing effective go-to-market channel strategies. It emphasizes focusing on understanding customers, developing a clear value proposition, integrating sales and marketing through CRM, establishing multiple sales channels, and measuring performance. The presentation provides best practices around identifying customer needs, articulating benefits to the customer, selecting the right target markets, understanding competitors, and ensuring marketing and sales work together to close the loop from lead to purchase.
This document provides an overview of key concepts in marketing strategy and planning. It discusses companywide strategic planning, including defining missions and objectives, analyzing business portfolios, and developing strategies. It also covers marketing strategy, including market segmentation, targeting, positioning, and the marketing mix. Finally, it discusses marketing implementation, organization, and control, including return on marketing investment.
The document provides an overview of sales and distribution management. It discusses the growing importance of sales and defines key concepts like personal selling, sales management, distribution management, and the relationship between sales objectives, strategies, and tactics. It also outlines the roles and skills of a sales manager, different sales positions, and emerging trends in the field. Distribution management plays a key supporting role in executing the plans developed by sales management.
This document discusses key concepts in marketing for the 21st century. It covers the challenges businesses face in a new economy with increased information and connectivity. Major topics addressed include the tasks of marketing, core marketing concepts and tools, different company orientations toward customers and markets, and how businesses and marketers are responding to changes through strategies like e-commerce, globalization, and relationship marketing.
This document provides an overview of key facts about South Korea, including its history, culture, economy, and technology adoption. It discusses historical periods like the Three Kingdoms period and Japanese colonial rule. It also outlines demographic characteristics, noting South Korea's highly educated and technologically connected population. The economy is characterized as innovative with major companies like Samsung and a focus on exports. Internet and mobile technology have been widely adopted. The document analyzes South Korea's culture, including traditions like Hanbok dresses and the importance of family and education. It also summarizes business etiquette and opportunities/threats around marketing to seniors.
What Is The SOSTAC Model Of Marketing? By PR Smith – Download PDFShamsher Khan
Free dowbnload p r smith's sostac® planning model pr smith's marketing planning system - SOSTAC® - situation analysis, in pdf detail of what is sostac planning method.
Advertising is a form of communication used to encourage or persuade an audience to take action. The objectives of advertising include preparing for new products, creating demand, facing competition, and informing customers. When developing an advertising message, companies must generate, evaluate, and execute the message. They must also consider the product life cycle stage, market share, competition, and advertising frequency when setting their advertising budget. Selecting the right media is also important, as it depends on factors like reach, frequency, and timing. Measuring the effectiveness of advertising allows companies to understand the communication and sales effects of their campaigns.
The document discusses various growth strategies for fast-moving consumer goods (FMCG) companies. These include pursuing a multibrand strategy to capture market share, product flanking to offer variations, brand extensions to leverage brand equity, building product lines, new product development, innovating core products, taking a long term outlook, extending product lifecycles, expanding markets through increased usage, developing wide distribution networks, monitoring consumer insights, advertising and promotions.
A sales territory is a grouping of customers and prospects assigned to an individual salesperson. There are several reasons for establishing and revising sales territories, including providing proper market coverage, controlling selling expenses, assisting in evaluating sales force personnel, contributing to sales force morale, and aiding coordination of selling and advertising efforts. When designing sales territories, a basic geographical unit is selected and sales potential is determined for each unit. Units are then combined into tentative territories with approximately equal sales potential. Territories are adjusted based on differences in coverage difficulty to equate incremental sales per dollar of selling expenditures among territories. Assigning sales personnel considers differences in ability and effectiveness in different territories. Routing and scheduling aims to optimize coverage and minimize wasted time.
STP: segmentation, targeting and positioningsavi maha
The STP process involves segmentation, targeting, and positioning. Segmentation involves dividing the market into subgroups with distinct characteristics. Targeting involves selecting which market segments to focus on. Positioning involves managing consumer perception of a brand relative to competitors. The goal of STP is to guide development of an appropriate marketing mix. Common segmentation bases include geographic, demographic, psychographic, and behavioral characteristics.
IQ is seeking capital to commercialize the first photochromic contact lenses, which will allow the lenses to change opacity in response to UV light exposure. The technology is patented. The startup aims to gain a 0.5% market share in the US contact lens market within 5 years, projecting $20 million in exit value. Clinical trials will evaluate the lenses' performance.
The document discusses segmentation, targeting, and positioning (STP) as key marketing strategies. Segmentation involves dividing the total market into smaller subgroups. Targeting is selecting specific segments to enter. Positioning is how a product is defined in consumers' minds relative to competitors. Effective segmentation is measurable, accessible, substantial, differentiable, and actionable. Targeting evaluates segment size, growth, competition, accessibility, and alignment. Positioning strategies include differentiation by product, price, people, etc. Examples provided are of ITC Bingo snacks and Airtel mobile network positioning their offerings for specific consumer segments in India.
Dokumen tersebut membahas tentang segmentasi, targeting, dan positioning dalam pemasaran. Terdapat tiga langkah utama yaitu segmentasi untuk memisahkan kelompok konsumen, targeting untuk memilih segmen sasaran, dan positioning untuk membentuk manfaat produk. Segmentasi dapat dilakukan berdasarkan geografi, demografi, psikografi, dan perilaku konsumen.
Dokumen tersebut membahas tentang segmentasi pasar, targeting, dan positioning dalam pemasaran. Proses segmentasi melibatkan membagi pasar menjadi kelompok berdasarkan karakteristik mereka dan memilih target segmen yang paling menarik untuk dipasarkan. Positioning adalah seni menempatkan produk secara berbeda dari pesaing untuk memenangkan target pasar.
The document provides guidance on creating a brand, including defining what a brand is, differentiating a brand, understanding customer needs, developing brand elements, positioning a brand, building brand awareness, and creating a digital strategy for a brand. Some of the key points include:
- A brand identifies a product/service and creates a unique personality to deliver certain results and build trust with customers over time.
- It is important to understand customer problems, triggers for needs/wants, and where the brand fits within Maslow's hierarchy.
- Core brand elements include the name, logo, tagline, colors, personality, tone, story, and associations.
- Developing a brand strategy requires researching target
How Pricing Impacts Your Brand and PositioningPeter Chee
The document discusses how pricing impacts branding and positioning. It recommends looking at pricing holistically rather than just as a commodity, as customers are not loyal to cheap products. Pricing helps determine the type of customer that will be attracted and is an important part of the overall product. The document also provides advice to consider one's motivations, grow through experimentation, lead without a formal title, be resilient, and forgive mistakes. It recommends several business books on topics like sales, startups, and lean strategies.
This document discusses organizational buyer behavior and is presented by Dr. Brian Monger through MAANZ International. It outlines that organizational buyers differ from consumers in that they are influenced by their organization's demands. Organizational purchases involve multiple roles in a buying center and a more formalized process. Key factors that distinguish organizational from consumer buying include specialized roles, formal processes, increased accountability, and consideration of budgets and long-term impacts on the organization. Decision criteria for organizational purchases include performance, economic, integrative, adaptive, and legal factors. Emotional factors like habit and fear also influence organizational decisions.
The document discusses the marketing mix, which is a key tool used in marketing. The marketing mix is also known as the four Ps - product, price, place, and promotion. It explains that each of the four Ps is an important element of the marketing strategy. Product refers to the good or service. Price is what the customer pays. Place describes how the product is distributed to customers. Promotion involves communicating information about the product to customers through advertising, public relations, personal selling and sales promotions. The marketing mix helps businesses meet customer needs and satisfy them.
This document discusses the product life cycle and how products progress through different stages from introduction to decline. It explains that the product life cycle has four main stages: introduction, growth, maturity, and decline. During each stage, companies should focus on different marketing mix elements like product, price, placement, promotion, and sales strategies. The stages are used to understand how to best market and manage products over their lifetime in the market.
E-Marketing - Targeting Market Segments and communitiesFilipe Mello
This chapter discusses market segmentation and targeting for e-marketing. It covers the key bases used for segmentation including geographic, demographic, psychographic, and behavioral variables. Some important geographic segments highlighted are countries with over 40% internet penetration rates such as the US, Iceland, and Hong Kong. Demographic segments discussed include teens and children, the fastest growing group online, as well as occupations that are increasing their online presence such as blue-collar workers. The chapter provides examples and considerations for segmenting and targeting different customer groups online.
Dokumen tersebut membahas tiga langkah utama dalam pemasaran yaitu segmentasi pasar, target pemasaran, dan posisioning pasar. Segmentasi pasar membagi konsumen menjadi kelompok-kelompok kecil berdasarkan karakteristik mereka. Target pemasaran melibatkan evaluasi dan pemilihan segmen yang menarik. Posisioning pasar menetapkan posisi produk untuk memaksimalkan keunggulan bersaing.
The document provides an overview of the global and Indian pharmaceutical industries and pharmaceutical marketing. It discusses how pharmaceutical companies research and develop new drugs, the large market size and top companies globally and in India, India's role as a major exporter of generic drugs, and common marketing strategies used in India's prescription-driven branded generic market, which involve establishing relationships with doctors who are the key decision-makers through regular visits and promotion by marketing representatives.
The document discusses service marketing and quality. It introduces the gaps model of service quality as a framework to understand problems in service delivery. The model identifies seven potential gaps between customer expectations and perceptions: 1) knowledge gap, 2) standards gap, 3) delivery gap, 4) internal communications gap, 5) perceptions gap, 6) interpretation gap, and 7) service gap. Closing these gaps requires understanding customer expectations, setting clear service standards, ensuring delivery meets standards, realistic communications, educating customers, pretesting communications, and consistently meeting expectations.
Customer Service Relationship Marketing StrategiesLakesia Wright
This document provides an overview of customer relationship management (CRM) strategies in the financial services industry. It discusses the benefits of relationship marketing over transactional marketing and the importance of customer retention. The document examines how to identify profitable customers and reduce customer defections through effective CRM strategies. These include segmentation techniques to target the most valuable customers and implementing rescue plans to retain customers considering switching providers. The document also discusses achieving high customer satisfaction through quality service and the implications of e-commerce for CRM strategies in financial services.
Market coverage strategy is determined by the external and internal factors. Accordingly, the market coverage strategy includes: concentrated marketing strategy, undifferentiated marketing strategy, and differentiated marketing strategy. It is for the company to decide whether the whole market has to be covered with a single marketing mix or does different markets need a separate marketing mix.
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This document provides an overview of marketing concepts for a CIM Certificate in Professional Marketing course. It defines marketing, outlines the marketing planning process, and discusses key topics like customer buying behavior, market segmentation, and positioning. The three key points covered are:
1) Marketing is defined as the process of defining, anticipating, and satisfying customer needs to generate profit for the business. It involves exchange processes and managing customer relationships.
2) The marketing planning process involves situation analysis, objective setting, strategy development, implementation of tactics, and performance control. It uses frameworks like SOSTAC and Ansoff's Matrix.
3) Segmenting markets allows businesses to more precisely target and position to different customer groups. Key variables
1. The STP process involves segmenting customers, targeting specific segments to focus on, and positioning products to occupy a clear place in consumers' minds relative to competitors.
2. Segmentation involves classifying customers into groups based on common characteristics. Targeting selects which segments to enter based on attractiveness. Positioning arranges the product to have a distinctive place in consumers' minds.
3. Effective segmentation requires segments be measurable, accessible, substantial, differential, and actionable. Companies then select targets, develop positioning for each, and create customized marketing mixes.
This document discusses the STP process of marketing management. It begins by defining segmentation, targeting, and positioning. Segmentation involves classifying customers into groups based on common characteristics. Targeting evaluates segment attractiveness and selects segments to enter. Positioning arranges a product to occupy a clear place in the consumer's mind relative to competitors.
The document then discusses target markets and the advantages of segmentation. It outlines requirements for effective segmentation such as segments being measurable, accessible, substantial, and differential. Steps in STP are identified including identifying segmentation bases, developing segment profiles, selection criteria, and selecting target segments. The document provides examples of segmentation bases and strategies for business markets.
1) Companies should segment markets to identify groups of customers with similar needs and buying behaviors. This allows companies to develop tailored products, pricing, and marketing strategies for each segment.
2) Key criteria for evaluating market segments include whether they are measurable, substantial, accessible, differentiable, and actionable. Effective segments respond differently to marketing strategies.
3) Companies can segment consumer and business markets based on geographic, demographic, psychographic, behavioral, situational, and personal characteristics. The goal is to identify segments that the company is well-suited to target.
4) Rather than targeting all segments, companies typically select a few target segments to focus their marketing efforts on through strategies like single segment concentration, selective special
This document discusses segmentation, targeting, and positioning in marketing. It defines segmentation as dividing the market into groups with distinct needs, and discusses different bases for segmentation including geographic, demographic, psychographic, and behavioral factors. It also outlines levels of segmentation from mass to niche marketing. Targeting involves selecting attractive market segments to focus on, while positioning is about creating the right perception of a product in the minds of consumers relative to competitors. Effective segmentation requires segments to be measurable, accessible, substantial, and differentially responsive to marketing strategies.
This document discusses market segmentation, targeting, and positioning for competitive advantage. It outlines the key steps in segmentation, targeting, and positioning. Step 1 involves identifying bases for segmenting markets, such as geographic, demographic, psychographic, and behavioral factors. Step 2 is evaluating segments and selecting target segments. Step 3 is developing positioning strategies for each target segment to create a competitive advantage. The document provides details on how to implement each step, including requirements for effective segmentation and strategies for market coverage, competitive differentiation, and selecting the right positioning advantages.
The document discusses the three steps of market segmentation, targeting, and positioning. It defines market segmentation as dividing a market into distinct groups with distinct needs and characteristics. Targeting involves evaluating segments and selecting ones to enter. Positioning arranges a product to occupy a clear, desirable place relative to competitors. The key steps are: 1) Identifying bases for segmenting the market, 2) Developing segment profiles, 3) Selecting target segments, 4) Developing positioning strategies for each segment, 5) Creating marketing mixes for each segment. Factors like segment size, growth, and attractiveness are considered when evaluating segments.
1. The STP process involves segmenting customers into groups, targeting specific segments to enter, and positioning products in the consumer's mind relative to competitors.
2. Segmentation breaks up a market into subgroups with common needs. Targeting evaluates segment attractiveness and selects segments to target. Positioning arranges the product to occupy a clear place in the consumer's mind.
3. Effective segmentation bases groups on measurable, accessible, and substantial differences that allow for differential marketing strategies. The steps are to identify segmentation bases, profile segments, select targets, and develop positioning and marketing mixes for each target.
Market segmentation involves dividing a market into subgroups of customers with similar needs and characteristics. The presentation discusses market segmentation, including its objectives, process, variables used, and targeting and positioning strategies. It provides examples of segmenting based on age group and income level. The key steps in market segmentation are identifying the target market, understanding their needs and expectations, and creating subgroups to develop tailored marketing strategies.
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Segmentation is the process of classifying customers into groups which share some common characteristic
Targeting involves the process of evaluating each segments attractiveness and selecting one or more segments to enter
Positioning is arranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the mind of the consumer
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The document discusses market segmentation, targeting, and positioning (STP). It defines segmentation as classifying customers into groups, targeting as selecting segments to enter, and positioning as arranging a product to occupy a clear place in customers' minds relative to competitors. The key steps are: 1) identifying segmentation bases; 2) developing segment profiles and selection criteria; 3) choosing target segments; 4) developing a position for each; and 5) creating a marketing mix for each. Effective segmentation requires segments be measurable, accessible, substantial, and differentially responsive to marketing activities. The document also discusses evaluating and choosing target segments and strategies for coverage, as well as developing competitive advantages and supporting a positioning strategy with a unique marketing mix.
This document summarizes the key steps in market segmentation, targeting, and positioning. It outlines 6 steps: 1) Identifying bases for segmenting the market, 2) Developing profiles of resulting segments, 3) Developing measures of segment attractiveness, 4) Selecting target segment(s), 5) Developing positioning for each target segment, and 6) Developing marketing mix for each target segment. It then discusses various bases for segmenting consumer and business markets, as well as international markets. The key requirements for effective segmentation are that segments must be measurable, accessible, substantial, and differential.
This PowerPoint presentation titled Process of Segmenting Market is a lesson in the Principles of Marketing. This is associated with a textbook to be able to understand more the details of this lesson.
Market segmentation involves dividing the total market into distinct subgroups with similar characteristics and needs. It includes geographic, demographic, psychographic, and behavioral variables. Targeting matches a company's products and services to the inherent needs and wants of a target segment. Positioning creates a distinct differentiation between a brand and its competitors in how it is perceived by customers.
This document discusses market segmentation and targeting markets. It defines market segmentation as dividing a market into meaningful, relatively similar, identifiable segments. There are various bases for segmentation including demographics, benefits sought, usage rates, and psychographics. The key aspects of segmentation are that segments must be substantial, identifiable, measurable, accessible, and responsive to marketing efforts. The document outlines different segmentation strategies and discusses how market segmentation allows companies to better meet customer needs through tailored marketing mixes.
Market segmentation refers to dividing a market into subgroups of customers with distinct needs and characteristics that lead to similar responses to marketing efforts. It allows companies to target specific segments effectively. There are three main criteria for segmentation: homogeneity within segments, distinction between segments, and similar response to the market. Effective segmentation creates identifiable, accessible, profitable, and durable segments that meet unique customer needs and can be measured. It facilitates choosing marketing targets and developing tailored and efficient marketing strategies for each segment.
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Segmentation, Targeting & Positioning
1. Lesson 15
Lesson 15
Market Segmentation,
Targeting, and Positioning
2. The STP Process
The STP Process
• Segmentation is the process of classifying customers
into groups which share some common characteristic
• Targeting involves the process of evaluating each
segments attractiveness and selecting one or more
segments to enter
• Positioning is arranging for a product to occupy a
clear, distinctive and desirable place relative to
competing products in the mind of the consumer
3. Target Market
Target Market
• A market is a set of all actual and potential buyers
• A target market is a group of people toward whom a
firm markets its goods, services, or ideas with a
strategy designed to satisfy their specific needs and
preferences.
• Any marketing strategy must include a detailed
(specific) description of this.
4. Advantages of Segmentation (pp 164 -- 165)
Advantages of Segmentation (pp 164 165)
1. The process of breaking up a homogeneous market
into heterogeneous segments forces the marketer to
analyse and consider both the needs of the market
and the company’s ability to competently serve those
needs – thereby making the company better informed
about its customers
2. Competitor offerings and marketing positioning must
also be analysed in this context so the company must
consider what its competitive advantages and
disadvantages are, helping it to clarify its own
positioning strategy
3. Limited resources are used to best advantage,
targeted at those segments that offer the best
potential
5. Requirements for Effective Segmentation
Requirements for Effective Segmentation
Measurable
Measurable • Size, purchasing power, profiles
of segments can be measured.
Accessible
Accessible • Segments can be effectively
reached and served.
Substantial
Substantial • Segments are large or
profitable enough to serve.
Differential • Segments must respond
Differential
differently to different marketing
mix elements & programs.
Actionable
Actionable • Effective programs can be
designed to attract and serve
the segments.
6. Steps in Segmentation, Targeting, and
Steps in Segmentation, Targeting, and
Positioning
Positioning
6. Develop Marketing
Mix for Each Target Segment Market
5. Develop Positioning Positioning
for Each Target Segment
4. Select Target
Segment(s) Market
3. Develop Selection Criteria
Targeting
2. Develop Profiles
of Resulting Segments
Market Segmentation
1. Identify Bases
for Segmenting the Market
7. Step 1. Market Segmentation
Step 1. Market Segmentation
Levels of Market Segmentation
Levels of Market Segmentation
Mass Marketing
Mass Marketing
Same product to all consumers
Same product to all consumers
(no segmentation)
(no segmentation)
Segment Marketing
Segment Marketing
Different products to one or more segments
Different products to one or more segments
(some segmentation)
(some segmentation)
Niche Marketing
Niche Marketing
Different products to subgroups within segments
Different products to subgroups within segments
(more segmentation)
(more segmentation)
Micromarketing
Micromarketing
Products to suit the tastes of individuals and locations
Products to suit the tastes of individuals and locations
(complete segmentation)
(complete segmentation)
Local Marketing Individual Marketing
Tailoring brands/ promotions Tailoring products/ programs
to local customer groups to individual customers
8. Step 1. Market Segmentation
Step 1. Market Segmentation
Bases for Segmenting Consumer
Bases for Segmenting Consumer
Markets
Markets
Geographic
Nations, states,
regions or cities
Demographic
Age, gender, family size
and life cycle,
or income
Psychographic
Social class, lifestyle,
or personality
Behavioural
Occasions, benefits
sought, user status,
usage rate, loyalty
9. Step 1. Market Segmentation
Step 1. Market Segmentation
Bases for Segmenting Business Markets
Bases for Segmenting Business Markets
Personal Demographics
Characteristics
Bases
Bases
for Segmenting
for Segmenting
Business
Business
Situational Operating
Factors Markets
Markets Characteristics
Purchasing
Approaches
10. Segmenting Business
Segmenting Business
Markets
Markets
• Segmentation by customer size or geographic location
• Four segments of business customers
– Programmed buyers
– Relationship buyers
– Transaction buyers
– Bargain hunters
11. Step 1. Market Segmentation
Step 1. Market Segmentation
Bases for Segmenting International Markets
Bases for Segmenting International Markets
Industrial Markets
Industrial Markets
Political/
Political/
Geographic
Geographic Economic
Economic Legal
Legal
Cultural
Cultural Intermarket
Intermarket
12. Linking the Concepts
Linking the Concepts
• Using the segmentation bases you’ve just
heard about, segment the Irish clothing
market.
>Describe each of the major segments and
subsegments.
13. Step 2. Market Targeting
Step 2. Market Targeting
Evaluating Market Segments (developing
Evaluating Market Segments (developing
selection criteria)
selection criteria)
• Segment Size and Growth
– Analyze sales, growth rates and expected profitability for
various segments.
• Segment Structural Attractiveness
– Consider effects of: Competitors, Availability of Substitute
Products and, the Power of Buyers & Suppliers.
• Company Objectives and Resources
– Company skills & resources relative to the segment(s).
– Look for Competitive Advantages.
14. Step 2. Market Targeting
Step 2. Market Targeting
Market Coverage Strategies
Market Coverage Strategies
Company
Company
Marketing
Marketing Market
Market
Mix
Mix
A. Undifferentiated Marketing
Company
Company
Marketing Mix 1 Segment 1
Segment 1
Marketing Mix 1
Company
Company Segment 2
Segment 2
Marketing Mix 2
Marketing Mix 2
Company
Company Segment 3
Segment 3
Marketing Mix 3
Marketing Mix 3
B. Differentiated Marketing
Segment 1
Segment 1
Company
Company
Marketing
Marketing Segment 2
Mix Segment 2
Mix
Segment 3
Segment 3
C. Concentrated Marketing
15. Step 2. Market Targeting
Step 2. Market Targeting
Choosing a Market-Coverage Strategy
Choosing a Market-Coverage Strategy
Company
Resources
Product
Variability
Product’s Life-Cycle
Stage
Market
Variability
Competitors’
Marketing Strategies
16. Linking the Concepts
Linking the Concepts
• At the last ‘linking the concepts’, you segmented
the Irish clothing market.
> Now, pick two companies that serve this market and
describe their segmentation and targeting strategies.
> Can you come up with one that targets many different
segments versus another that focuses on only one or
a few segments?
• How does each company you choose
differentiate its marketing offer and image?
• How has each done a good job of establishing
this differentiation in the minds of targeted
consumers?
17. Step 3. Positioning for Competitive
Step 3. Positioning for Competitive
Advantage
Advantage
• Product’s Position - the way the product is
defined by consumers on important
attributes - the place the product occupies
in consumers’ minds relative to competing
products.
• Marketers must:
– Plan positions to give their products the
greatest advantage in selected target markets,
– Design marketing mixes to create these
planned positions.
18. Step 3. Positioning for Competitive
Step 3. Positioning for Competitive
Advantage: Strategies
Advantage: Strategies
Product
Product Product
Product
Class
Class Attributes
Attributes
Away from
Away from Benefits
Benefits
Competitors
Competitors H
GG Offered
Offered
H CC
AA
D
Against a
Against a EE
B
D
Usage
Usage
B
Competitor
Competitor
FF
Occasions
Occasions
User Class
User Class
19. Steps to Choosing and Implementing
Steps to Choosing and Implementing
a Positioning Strategy
a Positioning Strategy
• Step 1. Identifying Possible Competitive
Advantages: Competitive Differentiation.
• Step 2. Selecting the Right Competitive
Advantage: Unique Selling Proposition (USP).
• Step 3. Communicating and Delivering the
Chosen Position.
• Step 4. Support the positioning strategy with a
unique marketing mix
21. Selecting the Right Competitive
Selecting the Right Competitive
Advantages
Advantages
Important
Important
Profitable
Profitable Criteria
Criteria Distinctive
Distinctive
for
for
Determining
Determining
Which
Which
Differences
Differences
Affordable
Affordable to
to Superior
Superior
Promote
Promote
Preemptive
Preemptive Communicable
Communicable
22. Step 4 – Supporting the
Step 4 – Supporting the
positioning strategy
positioning strategy
• At this stage the company has decided on its
positioning strategy and must now design a marketing
mix to support this strategy. The next part of the
course looks at ‘Developing the Marketing Mix’