Please enable JavaScript.
Coggle requires JavaScript to display documents.
Customer- driven marketing strategy - Coggle Diagram
Customer- driven marketing strategy
Market segmentation
Definition Market segmentation
Segmenting various markets
Business markets
Purchasing approaches
Situational factors
Operating characteristics
Personal characteristics
International markets
Economic factors
Political- legal factors
Geographic location
Cultural factors
Intermarket/ Cross- Market segmentation
Consumer markets
Geographic segmetation
Demographic segmentation
Psychographic segmetation
Behavioural segmetation
Requirements for market segmentation
Responsiveness
Size
Accessibility
Nature of demand
Identity
Measurability
12 Advantages of segmentation
Market targeting
Selecting target market segments: consists of a set of buyers who share common needs or characteristics that the company decides to serve
Evaluation target market segments
Segment structural attractiveness
Company objective and resources
Segment size and growth
Target market strategies
Differentiated marketing
Concentrated marketing
Undifferentiated marketing
Micromarketing
Local marketing
Individual marketing
The selection of a target market depends on: .....
Differentiation and positioning
Def Product position
Choosing a differentiation and positioning strategy
Choosing the right competitive advantages.
Selecting an overall positioning strategy.
Identifying a set of competitive advantages to build a position (by providing superior value from: Product, Service, Image, People, Channel Differentiation)
Communicating and delivering the chosen position to the market.
Choosing the right competitive advantages: Differences should be: important, profitable,communicable, superior,...
Positioning strategy
Selecting possible value propositons
Developing a positioning statement