7 Selecting Relating to Customers Segmentation Target Marketing
Objective Establish positive image relative to competitors
8 How do these ads demonstrate that the companies understand the customer 9 Segmentation Variables 10 Segmentation Variables
City size density
11 Segmentation Variables
Family life cyle
Demographic 12 Segmentation Variables
Diversity 13 Segmentation Variables
Psychographic 14 Which segmentation variable is employed in this ad Within that variable which category does the ad target. 15 www.future.sri.com 16 Segmentation Variables
Media shopping habits
17 Think About It!
Develop some segments for a dress shirt company.
18 Segmentation Methods
19 Selecting Segments
20 Think About It!
Which do you think are the best segments to target for your shirt company
21 Who is being targeted in this ad 22 Target Marketing Strategies Undifferentiated Concentrated Differentiated
One size fits all
Well defined mkts
Different approach for each
In this ad is
Cybertunes using an
24 Target Marketing Strategies
25 Positioning Steps Develop supporting marketing mix Determine product positioning Identify ideal position Locate brand relative to others Map key dimensions Identify buyers key attributes/characteristics 26 Think About It!
What are some different ways you could position your dress shirts
27 Positioning Map TV talk shows 28 Bases for Positioning
Benefits or attributes
Country of origin
29 Bases for Positioning On which basis is Jaguar positioning itself in this ad 30 Position Business Products Commodity Specialty Differentiated 31 Think About It!
If there are no competitors in your market is positioning still useful
Emphasize benefits of target marketing
Describe segmentation and targeting
Overview basic targeting strategies
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