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CHAPTER 5; MARKETING SECTION TARGETS OF THE ENTERPRISE - Coggle Diagram
CHAPTER 5; MARKETING SECTION TARGETS OF THE ENTERPRISE
Market segmentation
The concept of market segmentation and market segmentation
Market segmentation is the process of dividing the overall market into smaller groups on the basis of differences in needs, wants and behavioral characteristics.
A market segment is a group of customers within the overall market that have similar demands (responses) to the same set of marketing stimuli
Market segment requirements
Large enough scale
Measurable
Can be distinguished
Feasible
Main criteria in market segmentation
Segmentation by purchasing behavior factors
Segment by purchase time
Segment by benefit
Segment by usage status
Segment by usage level
Segment by level of product loyalty
Segmentation by psychological factors
Market segmentation by demographics
Segmentation by geographic factors
Lựa chọn thị trường mục tiêu
Target market concept
A target market is a market consisting of customers whose needs and wants the company has the ability to satisfy, while also being able to create an advantage over competitors and achieve its intended marketing objectives.
Identify attractive market segments
Is the purpose of evaluating market segments
Review through
Business goals and capabilities
Scale of growth
The attractiveness of market segments from other pressures or threats
Select target market segment
Option 1: Choose a single paragraph
Option 2: Specialize in selection
Option 3: Specialize according to market characteristics
Option 4: Specialize by product
Option 5: Cover the entire market
Market positioning
Concept
Market positioning is also known as “positioning in the target market”. Marketing always considers market positioning as the most general strategy, governing all marketing programs applied in the target market
Market positioning is the design of a business's products and image to occupy a special and valuable position in the minds of target customers.
Necessity and nature
Due to the customer's perception process
Due to the inevitable requirement to compete
Due to the large volume of advertising messages
Key activities of positioning strategy
Create a specific image for the product or brand in the minds of customers in the target market
Choose the position of the product and the business in the target market
Tạo được sự khác biệt cho sản phẩm, nhãn hiệu
Select and amplify meaningful differences