Please enable JavaScript.
Coggle requires JavaScript to display documents.
Customer driven market strategy (Marketing Segmentation (Behavioral…
Customer driven market strategy
Marketing Segmentation
Geographic segmentation
dividing the market into different geographical units
Demographic segmentation
Age and life-cycle stage
Gender
Income
Psychographic segmentation
Social class
life style
personality characteristics
Behavioral Segmentation
Occasions
the idea when to buy a product
Benefit segmentation
find the major benefits that deliver the product
User status
nonuser
exs user
potential users
first time user
regular user
User Rate
light user
medium users
heavy users
Loyalty status
Effective Segmentation
M
easurable
A
ccessible
S
ubstantial
D
ifferentiable
A
ctionable
Segmenting business market
Size of the firm
Type of industry
Gographic region
Type of buying organisation
Basis for segmenting international market
Geographic location
Economic factor
Political and legal factor
Cultural factors
Market Targeting
Undifferentiated marketing
ignore difference of segmentation and concentrate on common needs
Differentiated Market
Segment the market and target several markets
Concentrated Marketing
choosing e small segments
Micro Market
Local market
Individual Market
Product positioning
is the way of product stands in customers mind
Differentiation an positioning consist 3 steps
identifying a set of differentiating competitive advantages
choosing advantages
selecting overall positioning strategy