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SEGMENTATION click here for link - Coggle Diagram
SEGMENTATION
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TARGETING
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POSITIONING
establishing the image
of a brand for customers to perceive
methods
value
salient attributes
symbol
competition
perceptual map
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a chart showing the position of brands/products in a customer's mind
evaluate potential & commercial
attractiveness of each segment
select a target
market
differentiated
multiple strategies
targets different
interest groups
can meet multiple
different needs
micromarketing
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advertising targeted at specific groups
customised to meet
different people's needs
concentrated
focused on specific
groups/people
to better meet
people's needs
undifferentiated
goes after the
whole market
no segmenting is
involved
also known as
mass marketing
decide on company's
strategy
multiple types
of segmentation
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geographic
country
region
neighbourhood
psychographic
personality
social class
lifestyle
attitudes &
opinions
values
demographic
age
gender
income
education
benefit
dividing market based on which needs are satisfied by the product
behavioural
customers are
grouped based on
how they use
the products
awareness of
business/product
product knowledge
product usage