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4.2 MARKETING PLANNING (MARKETING MIX (4Ps (product, price, promotion,…
4.2 MARKETING PLANNING
INTRODUCTION
Marketing Planning ; the process of formulating appropriate strategies and preparing marketing activities to meet marketing objectives
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DIFFERENCES
Market segments
A sub-group of a market made up of consumers with similar characteristics, tastes and preferences
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Consumer profile
a quantified picture of consumers of a firm's products, showing proportions of age groups, income levels, location, gender and social class.
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Product Positioning
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Second stage : position each of the competing products on the graph according to consumer's perception on them
way of use
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identify the sector with the greatest 'niche' potential - key features of the product would then be promoted heavily
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