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Market Segmentation,Targeting,Positioning (Product (Understanding Product,…

- - - - Personality,motives,lifestyle,social class
    - - Occasions,Benefits sought,Applications,user status,usage rate,brand loyalty
    - - Age,gender,income,ethnic,family life cycle
    - - Divide market into nations,regions,state,city or climate
  - - - Segment by geographic location
      - Economic factor
      - population income
      - political and legal factor
      - Cultural factor
    - - Measurable , size , purchasing power
      - Accessible , effectively reached
      - Substantial, large of profitable enough to serve
      - Differential , distinguishable
      - Actionable , complicated ads targeted to less educated will not lead them to react to the stimuli
- - - - Undifferentiated Marketing
        
        Market
      - Differentiated Marketing
        
        Company marketing mix 1 > Segment 1
        
        Company marketing mix 2 > Segment 2
        
        Company marketing mix 3 > Segment 3
      - Concetrated Marketing
        
        Micro marketing
        
        Custom made to suit the taste of specific individual
- - - - Positioning Possibilities
      - Positioning Differences
      - Positioning Strategy
      - Communicating and Delivering the Chosen Position,once choose postion,must take strong steps to deliver and communicate the desire position to target consumer
      - Re positioning , attempt to change consumer perception of particular brand when existing brand positioning dont work
- - - - Actual product , e.g brand .label.design
      - Augmented Product/ insurance,warranty,
      - Level 1 = core product