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Reading 4: Focusing and Offering - Coggle Diagram
Reading 4: Focusing and Offering
MARKETS
consumers or organisations that are willing and able to buy certain products.
'in a market' - must be willing and able to purchase a product in that market
SEGMENTATION
grouping consumers into similar segments
demographic variables
age, gender, religion, income, etc
geographic variables
country, region, climate, city, etc
psychographic variables
personality, lifestyle, motivations
behavioural variables
usage, benefits, loyalty, etc
business markets can be segmented similarly including...
buyers' personal and operating characteristics
buying approaches
situational factors
non-profit organisations also use segmentation
segmentation variables need to be...
measurable
accessible
substantial
differentiable
actionable
brand tribes and brand communities
TARGETING
which groups can be served most profitably?
marketing research
marketing environment analysed
consumers' needs and wants
competitors
organisation's competencies and resources
four types of targeting strategies
undifferentiated
differentiated
concentrated
cusomised
POSITIONING
positioning goods to differentiate from competing offerings
use of perceptual positioning maps
successful positioning dependent on four factors...
clarity
consistency
credibility
competitiveness