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Chapter 7 - Coggle Diagram
Chapter 7
differentiation and positioning
choosing a differentiation and positioning strategy
identifying possible value differneces and competitve advantages
choosing the right competitive advantages
how many differences to promote
which differneces to promote
superior
communicable
preemptive
affordable
distinctive
profitable
important
selecting an overall poritioning strategy
value propostion
positioning maps
developing a positioning statement
product position
market segmetation
segmenting consumer markets
psychographic segmentation
behavioral segmentation
benefit segmentation
user status
occasion segmentation
usage rate
loyalty status
demographic segmentation
gender segmentation
age and life-cycle segmentation
income segmentation
geographic segmentation
hyperlocal social marketing
segmenting international markets
intermarket (cross-market) segmentation
requirements for effective segmentations
accessible
subtantial
measurable
differentiable
actionable
marketing strategy
step 1 & 2
company selects the customers it will serve
market segmentation
market targeting
step 3 & 4
company decides on a value proposition
differentiation
positioning
market targeting
evaluating market segments
segment structural attractiveness
company objectives and resources
segment size and growth
selecting target market segments
undiffernetiated marketing - mass marketing
differentiated marketing - segmented marketing
concentrated marketing - niche marketing
micromarketing
local marketing
individual marketing