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B207: Block 1 Session 5: segmentation, targeting and positioning. Reading…

- - - - Targeting
        
        Portion of population most likely to purchase
        
        Will draw on Marketing reserach
        
        Needs and wants
        
        Competitors
        
        Competencies and resources
        
        4 targeting stratergies
        
        Undifferentiated
        
        Different offers, separate markets
        
        Differenctiated
        
        Same offer, whole market
        
        Concentrated
        
        Niche
        
        Customised
        
        One-to-one
  - - - Consumer markets
      - Business markets
    - - Measurable
      - Accessible
      - Differentiable
      - Actionable
      - Substantial
    - - Demographic
      - Geographic
      - Psychographic
      - Behaviouistic
  - - - Children - Sugary snacks/drinks
      - Poor people - High interest loans
    - - Advantages to new customers, loyal customers with no advantages
- - - - High prices, high quality, low price, low quality
    - - Exciting, easy-to use, boring, hard-to-use