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Customer-Driven Marketing Strategy: Creating for Target Customer(chương 7)…
Customer-Driven Marketing Strategy: Creating for Target Customer(chương 7)
Market Segmentation
Segmenting international markets
Geographic location
Economic factors
Political and legal factors(phải đạt standard ntn thì mới đc nhập khẩu)
Cultural factors( điều chỉnh khẩu vị )
Intermarket
Segmenting bussiness markets
Customer-operating characteristics
Purchasing approaches
Situational factors
Personal characteristics
Segmenting consumer markets
Geographic
Demographic
Psychographic
Behavioral
Behavioral
Occasion
Benefits
kiểu KH
Usage rate
Loyalty status
User status
Requirements for effective segmentation
Measurable
Accessible
Substantial
Differentiable
Actionable
Using Multiple Segmentation Bases
Multiple
Geodemographic
Market Targeting
Choosing a Targeting Strategy
Company resources
Product variability
Product life-cycle stage
Market variability
Competitor’s marketing strategies
Socially Responsible Target Marketing
Benefits customers with specific needs
Concern for vulnerable segments
Selecting Target Market Segments
Undifferentiated marketing
Differentiated marketing
Concentrated marketing
Micromarketing
Local marketing
Benefits of local marketing
Challenges of local marketing
Individual marketing
One-to-one marketing
Mass customization
Markets-of-one marketing
Evaluating Market Segments
Segment size and growth
Segment structural attractiveness
Company objectives and resources
Differentiation and Positioning
Choosing a Differentiation and Positioning Strategy
Identifying a set of possible competitive advantages to build a position
Product differentiation
Service differentiation : ctr bảo trì, bảo dưỡng
Channels
People : nhân sự
Image
Choosing the right competitive advantages
Important
Distinctive( độc đáo)
Superior(mang lợi ích vượt trội hơn)
Communicable(truyền thông cho KH thấy)
Preemptive(lợi thế có duy trì đc lâu ko)
Affordable( phù hợp giá cả)
profitable
Selecting an Overall Strategy
More for less
Less for much less
Same for less
More for the same
More for more
Positioning maps
Product position
Developing a Positioning Statement