Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
|
|
|
- Josephine Harrison
- 6 years ago
- Views:
Transcription
1 McGraw-Hill/Irwin Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
2 LO1 WHY SEGMENT MARKETS? WHAT MARKET SEGMENTATION MEANS! Market Segmentation! Market Segments! Product Differentiation! Segmentation: Linking Needs to Actions! The Zappos Segmentation Strategy 9-5
3 FIGURE 9-2 A market-product grid shows the kind of sleeper that is targeted for each of the bed pillows with a different firmness 9-8
4 LO1 WHY SEGMENT MARKETS? WHEN AND HOW TO SEGMENT MARKETS! Segments of One: Mass Customization Mass Customization Build-to-Order (BTO) 9-11
5 LO3 STEPS IN SEGMENTING AND TARGETING MARKETS STEP 1: GROUP POTENTIAL BUYERS INTO SEGMENTS! Ways to Segment Consumer Markets Geographic Segmentation Demographic Segmentation 9-15
6 FIGURE 9-8 Wendy s new products and innovations target specific market segments based on a customer s gender, needs, or Wendy s Ad university affiliation 9-24
7 LO3 STEPS IN SEGMENTING AND TARGETING MARKETS STEP 2: GROUP PRODUCTS INTO CATEGORIES! Individual Wendy s Products! Groupings of Wendy s Products: Meals Breakfast Dinner Lunch After Dinner Snack Between Meal Snack 9-25
8 LO4 STEPS IN SEGMENTING AND TARGETING MARKETS STEP 4: SELECT TARGET MARKETS! Criteria to Use in Selecting Target Markets Market Size Expected Growth Competitive Position Cost of Reaching the Segment Compatibility with Organizational Objectives and Resources 9-29
9 LO4 MARKETING MATTERS Apple s Segmentation Strategy Camp Runamok No Longer 9-34
10 LO5 POSITIONING THE PRODUCT! Product Positioning! Product Repositioning! Two Approaches to Product Positioning Head-to-Head Positioning Differentiation Positioning! Writing a Positioning Statement 9-35
11 FIGURE 9-A A perceptual map of the location of beverages in the minds of American adults 9-37
12 FIGURE 9-11 The strategy American dairies are using to reposition chocolate milk to reach adults 9-39
13 VIDEO CASE 9 PRINCE SPORTS, INC.: TENNIS RACQUETS FOR EVERY SEGMENT 9-40
14 FIGURE 1 Prince Sports targets racquets at specific market segments 9-41
15 VIDEO CASE 9 PRINCE SPORTS 1. In the 21 st century, what trends in the environmental forces (social, economic, technological, competitive, and regulatory) (a) work for and (b) work against success for Prince Sports in the tennis industry? 9-42
16 VIDEO CASE 9 PRINCE SPORTS 2. Because sales of Prince Sports in tennis-related products depends heavily on growth of the tennis industry, what marketing activities might it use in the U.S. to promote tennis playing? 9-43
17 VIDEO CASE 9 PRINCE SPORTS 3. What promotional activities might Prince use to reach (a) recreational players and (b) junior players? 9-44
18 VIDEO CASE 9 PRINCE SPORTS 4. What might Prince do to help it gain distribution and sales in (a) mass merchandisers like Target and Walmart and (b) specialty tennis shops? 9-45
19 VIDEO CASE 9 PRINCE SPORTS 5. In reaching global markets outside the U.S., (a) what are some criteria that Prince should use to select countries in which to market aggressively, (b) what three or four countries meet these criteria best, and (c) what are some marketing actions Prince might use to reach these markets? 9-46
20 Market Segmentation Market segmentation involves aggregating prospective buyers into groups that (1) have common needs and (2) will respond similarly to a marketing action. 9-47
21 Market Segments Market segments are the relatively homogeneous groups of prospective buyers that result from the market segmentation process. 9-48
22 Product Differentiation Product differentiation is a marketing strategy that involves a firm using different marketing mix activities to help consumers perceive the product as being different and better than competing products. 9-49
23 Market-Product Grid A market-product grid is a framework to relate the market segments of potential buyers to products offered or potential marketing actions by an organization. 9-50
24 Usage Rate Usage rate is the quantity consumed or patronage (store visits) during a specific period. Also called frequency marketing. 9-51
25 80/20 Rule The 80/20 rule is a concept that suggests 80 percent of a firm s sales are obtained from 20 percent of its customers. 9-52
26 Product Positioning Product positioning is the place an offering occupies in a consumer s mind on important attributes relative to competitive products. 9-53
27 Product Repositioning Product repositioning involves changing the place an offering occupies in a consumer s mind relative to competitive products. 9-54
28 Perceptual Map A perceptual map is a means of displaying or graphing in two dimensions the location of products or brands in the minds of consumers to enable a manager to see how consumers perceive competing products or brands, as well as the firm s own product or brand. 9-55
Market segmentation, targeting, and positioning Marketing 3331
Market segmentation, targeting, and positioning Marketing 3331 IN MARKETING NEW S TODAY 2 Stand By You Since 1988, our employees have helped provide more than 79 million cans of water to cities across
Chapter 2 The Role of IMC in the Marketing Process. Learning Objectives. Learning Objectives
Chapter 2 The Role of IMC in the Marketing Process Copyright 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Global Marketing. Contemporary Theory, Practice, and Cases. By Ilan Alon, Eugene Jaffe, Christiane Prange, and Donata Vianelli. Taylor & Francis 2016
Global Marketing Contemporary Theory, Practice, and Cases By Ilan Alon, Eugene Jaffe, Christiane Prange, and Donata Vianelli Chapter 9 Segmenting, Targeting, and Positioning for Global Markets Learning
FE , CCNE: Food Basics: Shopping Smarts
FE-000-07, CCNE: Food Basics: Shopping Smarts A client-centered approach to nutrition education uses methods like group discussions and hands-on activities to engage participants in learning. This outline
Chapter 1. Learning Objectives 1/3/2018. The Growing Complexity of Marketing Research. Marketing Research for Managerial Decision Making
Chapter 1 Marketing for Managerial Decision Making McGraw-Hill/Irwin Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Learning Objectives Describe the impact marketing research has
Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
McGraw-Hill/Irwin Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved. FIGURE 2-A How an industry is structured 2-6 FIGURE 2-1 The board of directors oversees the three levels of strategy
Chapter 6. Segmentation, Targeting, and Positioning Target marketing, market segmentation, and product positioning; driving forces in the world of
Chapter 6. Segmentation, Targeting, and Positioning Target marketing, market segmentation, and product positioning; driving forces in the world of marketing Atomic Skis Canada using these concepts, it
Introduction. 1. What is positioning? Topic 4 Position the product Market Pla ce Concept
Topic 4 Position the product Market Pla ce Concept Introduction Having chosen the best market segment or segments to compete in, the marketer needs to position the product in a certain way. The idea behind
Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved. 11-
McGraw-Hill/Irwin Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved. FIGURE 1A Stages of the product life cycle and its total industry sales and total industry profit FIGURE 2 Product
New Product development
New Product development New product could be: New-to-the-World Product: New product that creates essentially new market. New Product Lines: New product that allows a company to enter an established market
MARKET SEGMENTATION DR MANJUSMITA DASH DEPT. OF BUSINESS ADMINISTRATION UTKAL UNIVERSITY
MARKET SEGMENTATION DR MANJUSMITA DASH DEPT. OF BUSINESS ADMINISTRATION UTKAL UNIVERSITY CONCEPT AND DEFINITION The concept of market segment is based on the fact that the market of commodities are not
Chapter Two. Company and Marketing Strategy Partnering to Build Customer Relationships. i t s good and good for you 2-1
i t s good and good for you Chapter Two Company and Marketing Strategy Partnering to Build Customer Relationships 2-1 Company and Marketing Strategy Topic Outline Companywide Strategic Planning: Defining
SEGMENTATION, POSITIONING 5/27/2011 SEGMENTATION IDENTIFYING MEANINGFULLY DIFFERENT GROUPS
SEGMENTATION, TARGETING, AND POSITIONING SEGMENTATION IDENTIFYING MEANINGFULLY DIFFERENT GROUPS OF CUSTOMERS TARGETING SELECTING WHICH SEGMENT(S) TO SERVE PRODUCT PRICE PROMOTION POSITIONING IMPLEMENTING
1. To be identified as a market segment, its members must: A. represent a large share of the entire market and have critical buying power.
Page 1 of 5 1. To be identified as a market segment, its members must: A. represent a large share of the entire market and have critical buying power. B. have common needs and respond similarly to market
CONCLUSION, IMPLICATIONS AND SCOPE FOR FURTHER RESEARCH
6 Contents CONCLUSION, IMPLICATIONS AND SCOPE FOR FURTHER RESEARCH 6.1 6.2 6.3 Conclusion Implications Scope for further Research 6.1 Conclusion This research was undertaken with the primary objective
Marketing Management. Marketing planning
Marketing Management Lecture 4: Segmentation, targeting, positioning Dr. Erik van Raaij e.m.vanraaij@city.ac.uk http://www.staff.city.ac.uk/~raaij Dr Erik van Raaij 1 Marketing planning Overall strategy
ASSIGNMENT 2. Read this introduction. Then read Chapter 2, Segmentation, Targeting, and Positioning pages 39 69, in your textbook, Consumer Behavior.
ASSIGNMENT 2 Read this introduction. Then read Chapter 2, Segmentation, Targeting, and Positioning pages 39 69, in your textbook,. Mass Marketing The Model-T automobile was efficiently and economically
GLOBAL MARKETING STRATEGY
GLOBAL MARKETING STRATEGY INTERNATIONAL MARKETING WONKWANG UNIVERSITY Professor In Woo Jun / Bcom, MBA, Ph.D. 2015 1 CONTENTS I. 1. The Process of Global Marketing Strategy 2. Global Market Research Process
McGraw-Hill/Irwin 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
2 The Role of IMC in the Marketing Process McGraw-Hill/Irwin 2004 The McGraw-Hill Companies, Inc., All Rights Reserved. Marketing and Promotions Process Model Marketing Strategy and Analysis Competitive
Chapter Seven. Customer-Driven Marketing Strategy: Creating Value for Target Customers. i t s good and good for you 7-1
i t s good and good for you Chapter Seven Customer-Driven Marketing Strategy: Creating Value for Target Customers Copyright 2012Pearson Education, Inc. 7-1 Customer-Driven Marketing Strategy: Creating
Hit a Home Run with Customers. Sports and Entertainment Marketing Thomson/South-Western
4 Hit a Home Run with Customers Winning Strategies Frito-Lay Reaches Teens U.S. teenagers spend $175 billion annually teens are trendsetters and early adopters teens offer a potential lifetime of purchasing
FEEDBACK TUTORIAL LETTER ASSIGNMENT 1 SECOND SEMESTER 2018 MARKETING PRINCIPLES MPS512S
FEEDBACK TUTORIAL LETTER ASSIGNMENT 1 SECOND SEMESTER 2018 MARKETING PRINCIPLES MPS512S 1 1 ASSIGNMENT ONE QUESTION 1 (15 Marks) Discuss 4 segmentation strategies that Thomas shop can use to establish
Market Segmentation, Target Market Selection, and Positioning
9-506-019 REV: APRIL 17, 2006 MODULE NOTE Market Segmentation, Target Market Selection, and Positioning As described in the Note on Marketing Strategy (HBS No. 598-061), after the marketing analysis phase,
Topic 5: Product strategy & New Product Development
Topic 5: Product strategy & New Product Development Definitions Product Anything offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want. Service A form of
Customer Buying Behavior
Pertemuan ke-3 Customer Buying Behavior McGraw-Hill/Irwin Copyright 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Questions How do customers decide which retailer to go to and what merchandise
Company and Marketing Strategy
Principles of Marketing Global Edition Kotler and Armstrong Chapter 2: Company and Marketing Strategy Partnering to Build Customer Engagement, Value, and Relationships Copyright 2016 Pearson Education,
Introduction. Market segmentation is defined as:
Ibrahim Sameer 1 Introduction Market segmentation is defined as: The process of breaking down the total market for a product or service into distinct sub-groups or segments, where each segment might represent
SOUTH AFRICA BRAND REPORT
SOUTH AFRICA BRAND REPORT CONSUMERS OF ENERGY DRINKS COMPILED: JANUARY 2012 REPORT OVERVIEW Compiled: January 2012 (79 pages) This comprehensive report examines the South African consumers of energy drinks:
Using Effective Promotions
Chapter 16 Using Effective s McGraw-Hill/Irwin Copyright 2014 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter Sixteen NAME that COMPANY This beverage company has 8.5 million Facebook fans.
Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers. Dr. Devkant Kala
Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers Dr. Devkant Kala Market Segmentation, Targeting, and Positioning Definition Market Segmentation: The
What s Your Action Plan?
Agent s Getting Started Work Sheet What s Your Action Plan? What will you do to jump-start your business in the upper-tier or to take it to the next level? Here are some ideas to spark your own planning
McGraw-Hill/Irwin Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
McGraw-Hill/Irwin Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 10, YOU SHOULD BE ABLE TO: LO1 Explain the product life-cycle concept.
Integrated Marketing Communications. Lecture 1 - Introduction
Integrated Marketing Communications Lecture 1 - Introduction The Growth of Advertising and Promotion o Rapidly changing media environment = more difficult to reach and communicate with target audiences.
Segmentation, Targeting, and Positioning Figure 7.1. Case Study Procter & Gamble
Chapter 7 Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers Case Study Procter & Gamble Sells multiple brands within the same product category for a variety
Noreina Binti Nasir. Faculty Of Technology Management, Business & Entrepreneurship UTHM. Chapter Six
Noreina Binti Kepal @ Nasir Faculty Of Technology Management, Business & Entrepreneurship UTHM Chapter Six Segmentation, Targeting, Differentiation and Positioning Customer-Driven Marketing Strategy: Creating
Three important steps to include when conducting a marketing audit
Three important steps to include when conducting a marketing audit 1. Assessing the environmental & macro influences in our specific industry What major demographic changes / economic trends will affect
Chapter Two. Company and Marketing Strategy Partnering to Build Customer Relationships. i t s good and good for you 2-1
i t s good and good for you Chapter Two Company and Marketing Strategy Partnering to Build Customer Relationships 2-1 Company and Marketing Strategy Topic Outline Companywide Strategic Planning: Defining
Understanding Assortment Expandability and Saturation
Understanding Assortment Expandability and Saturation For Revenue Growth Copyright 2015 The Nielsen Company 1 Summary Perhaps the only thing more staggering than the large number of new products each year
CHAPTER 3 MARKETS AND COMPETITIVE SPACE. The Challenges Markets are increasingly complex, turbulent, and interrelated.
CHAPTER 3 3-1 MARKETS AND COMPETITIVE SPACE Markets and Strategies Product-Market Scope and Structure Describing and Analyzing End-Users Analyzing Competition Developing a Strategic Vision about the Future
Consumer Behavior. McGraw-Hill/Irwin. Copyright 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
06 Consumer Behavior McGraw-Hill/Irwin Copyright 2012 by The McGraw-Hill Companies, Inc. All rights reserved. Law of Diminishing Marginal Utility Utility is the satisfaction one gets from consuming a good
CHAPTER:2 CUSTOMER-BASED EQUITY AND BRAND POSITIONING
CHAPTER:2 CUSTOMER-BASED EQUITY AND BRAND POSITIONING Learning Objectives Define customer-based brand equity Outline the sources and outcomes of customer based brand equity Identify the four components
Chapter 5. Final Consumers and Their Buying Behavior
Chapter 5 Final Consumers and Their Buying Behavior Copyright 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
THE MULTIDIMENSIONAL SCALING ANALYSIS OF PERCEPTIONS OF BRANDS AMONG TENNIS PLAYERS
THE MULTIDIMENSIONAL SCALING ANALYSIS OF PERCEPTIONS OF BRANDS AMONG TENNIS PLAYERS Shiny Raizada Ph.D scholar, LNIPE, Gwalior, M.P., India ABSTRACT Positioning has been provided as the weapon in the competition
CHAPTER 2 CORPORATE, BUSINESS AND MARKETING STRATEGY CORPORATE, BUSINESS AND MARKETING STRATEGY
2-1 CHAPTER 2 CORPORATE, BUSINESS AND MARKETING STRATEGY Corporate Business and marketing Marketing process Internet Preparing the marketing plan 1 CORPORATE, BUSINESS AND MARKETING STRATEGY 2-2 2 1 Components
Market Driven Strategy. W. Rofianto, ST, MSi
Market Driven Strategy W. Rofianto, ST, MSi Development of Marketing Concept Production Concept Product Concept Selling Concept Marketing Concept Marketing Marketing Marketing is the activity, set of institutions,
Introduction to Marketing
East Penn School District Secondary Curriculum A Planned Course Statement for Introduction to Course # 670 Grade(s) 9-12 Department: Computer and Business Applications ength of Period (mins.) 40 Total
McGraw-Hill/Irwin 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
13 Support Media McGraw-Hill/Irwin 2004 The McGraw-Hill Companies, Inc., All Rights Reserved. Support Media Various other media used to deliver marketing communications and to promote products and services.
The Butt Stops Here. The Butt Stops Here
Who Conducts Consumer Research? General Marketing Research Structure Corporate Marketing Departments: Ultimate users of marketing research. Internal resources are generally limited (15% > 10). Major Ad
How Consumers React to Gas Prices. Insights from NACS Consumer Fuels Surveys on consumer perceptions related to gas prices and the economy overall
How Consumers React to Gas Prices Insights from NACS Consumer Fuels Surveys on consumer perceptions related to gas prices and the economy overall May 2018 How Consumers React to Gas Prices Nearly 40 million
Chapter 5: IDENTIFYING AND TARGETING ATTRACTIVE MARKET SEGMENTS. Chapter 11: Strategic Leadership
Chapter 5: IDENTIFYING AND TARGETING ATTRACTIVE MARKET SEGMENTS Learning outcomes After reading this chapter, you should be able to: Explain the importance of segmentation, targeting and positioning Differentiate
TARGETING AND POSITIONING STRATEGIES UNIT-5 SEGMENTATION
UNIT-5 SEGMENTATION TARGETING AND POSITIONING STRATEGIES Keshav Gadtaula 9842124280, 9851183360 ksv.isken@gmail.com Contents Segmentation concept Process Requirements and levels Bases for segmenting consumer
ThinkNow Retail 2017 Report Innovations in technology expected to ignite a boon for retailers this holiday season
ThinkNow Retail 2017 Report Innovations in technology expected to ignite a boon for retailers this holiday season ThinkNow Retail What is it? ThinkNow Retail is a nationwide survey that examines the holiday
Positioning & Partitioning A Replication & Extension. Anne Sharp, Byron Sharp and Natalie Redford University of South Australia
Positioning & Partitioning A Replication & Extension Anne Sharp, Byron Sharp and Natalie Redford University of South Australia Track 17 Continuation of the work of Ehrenberg and Bass Abstract The mainstream
Methodology Statement: 2013 Esri US Consumer Spending Data. An Esri White Paper August 2013
Methodology Statement: 2013 Esri US Consumer Spending Data An Esri White Paper August 2013 Copyright 2013 Esri All rights reserved. Printed in the United States of America. The information contained in
Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
McGraw-Hill/Irwin Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved. FIGURE 3-1 Environmental forces affect the organization, its suppliers, and its customers 3-5 LO1 ENVIRONMENTAL
Summary. Chapter 13 MARKET SEGMENTATION, TARGETING AND POSITIONING
Summary Chapter 13 MARKET SEGMENTATION, TARGETING AND POSITIONING Learning Objectives: Know about customer demand Factors of Market Demand Market Segmentation Approaches to market segmentation People-
Strategic Marketing: Segmentation and positioning choices Fabio Ancarani
Strategic Marketing: Segmentation and positioning choices Fabio Ancarani Professore di Economia e Gestione delle Imprese e Marketing Alma Mater Studiorum, Università di Bologna Marketing in transition:
Topic 1: MMK266 Summary Notes. What is Consumer Behaviour? CONSUMER BEHAVIOUR SUMMARY NOTES
MMK266 Summary Notes Topic 1: What is Consumer Behaviour? Consumer behaviour: Consumer behaviour is defined as the behaviour that consumers undertake in searching for, purchasing, using, evaluating and
BAFS Elective Part Business Management Module Marketing Management
Business Management Module Marketing Management : Marketing Strategies for Goods Marketing Mix Technology Education Section Curriculum Development Institute Education Bureau, HKSARG April 2009 What are
Chapter 1 Marketing: Creating and Capturing Customer Value
i t s good and good for you Chapter 1 Marketing: Creating and Capturing Customer Value Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1-1 Creating and Capturing Customer Value GOAL
Demand, Supply, and Market Equilibrium
03 Demand, Supply, and Market Equilibrium McGraw-Hill/Irwin Copyright 2012 by The McGraw-Hill Companies, Inc. All rights reserved. LO1 3-2 Markets Interaction between buyers and sellers Markets may be
Analyzing the Marketing Environment
i t s good and good for you Chapter Three Analyzing the Marketing Environment Copyright 2012 Pearson Education, Inc. 3-1 Analyzing the Marketing Environment Topic Outline Macroenvironemnt The Demographic
CHAPTER III BRAND POSITIONING: A THEORETICAL FRAMEWORK
59 CHAPTER III BRAND POSITIONING: A THEORETICAL FRAMEWORK Positioning is not what is done to the product but what is done to the consumer's mind, through various communications. A brand's position is a
Customer-Driven Marketing Strategy Creating Value for Target Customers
Customer-Driven Marketing Strategy Creating Value for Target Customers Chapter 7 Learning Goals 1. Define the steps in designing a customer-driven market strategy: market segmentation, target marketing,
Lamb, Marketing 5CE, Chapter 3, Student Handout
Lecture PowerPoint slides to accompany Canadian Adaptation prepared by Don Hill, Langara College 1 Chapter 3: Ethics and the Marketing Environment 2 Learning Outcomes LO 1 LO 2 LO 3 LO 4 Discuss corporate
Consumer trends translated into value adding business projects
value adding business projects Razvan Botezatu National Key Accounts Director Horeca & Retail Club 9 October 2014 Cand a fost inventata Co? John Stith Pemberton în 1886. Cati ani de existenta a sticlei
FOR MORE PAPERS LOGON TO
MGT301 - Principles of Marketing When Olympia Carpets develops new carpets that are highly stain resistant and durable, it must educate consumers about the product's benefits. This activity calls for which
McGraw-Hill/Irwin. Copyright 2011 by the McGraw-Hill Companies, Inc. All rights reserved.
McGraw-Hill/Irwin Copyright 2011 by the McGraw-Hill Companies, Inc. All rights reserved. Chapter 5 Timing of Entry McGraw-Hill/Irwin Copyright 2011 by the McGraw-Hill Companies, Inc. All rights reserved.
3. Problems to be solved Identify the most significant issues that will inhibit us from achieving our goals.
Strategic Workplan 1. Overview A brief description of the situation we are facing. Mediterra is a 1,697-acre luxury, second home, golf course community located in Naples, Florida. Market conditions created
Marketing Analytics II
Stephan Sorger 2015: www.stephansorger.com; Marketing Analytics: Segmentation: Segment: 1 Marketing Analytics II Chapter 3A1: Segmentation: Segmentation Stephan Sorger www.stephansorger.com Disclaimer:
Introducing ICE. from Intelity
Introducing ICE from Intelity ICE Touch Points of Value Intelity s Interactive Customer Experience (ICE) The only fully integrated guest services and back end management tool anywhere. In a recent vote
CRAFTING THE BRAND POSITIONING
CRAFTING THE BRAND POSITIONING Positioning of Café Coffee Day Positioning Positioning is the act of designing the company s offering and image to occupy a distinctive place in the mind of the target market.
Market Analysis (Ted Spitzer, Market Ventures, Inc.)
Market Analysis (Ted Spitzer, Market Ventures, Inc.) Public Market Hall, Pittsburgh The purpose of the market analysis is to quantify the potential demand for fresh and prepared foods at a public market
Chapter 5. Understanding Organizational Markets and Buying Behavior. Copyright 2010 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter 5 Understanding Organizational Markets and Buying Behavior McGraw-Hill/Irwin Copyright 2010 by The McGraw-Hill Companies, Inc. All rights reserved. Who Is the Customer? A comparison of organizational
BUILDING A COMPETITIVE AGRI-BUSINESS SECTOR. Vassel Stewart TTABA C.E.O
BUILDING A COMPETITIVE AGRI-BUSINESS SECTOR Vassel Stewart TTABA C.E.O COMPETITIVENESS RANKING Country/Economy Rank United States 5 Netherlands 7 United Kingdom 10 Canada 12 Taiw an, China 13 France 18
MARKETING RISKA SEPTIFANI, STP, MP DEPARTMENT OF AGROINDUSTRIAL TECHNOLOGY FACULTY OF AGRICULTURAL TECHNOLOGY UNIVERSITAS BRAWIJAYA
BASIC UNDERSTANDING OF MARKETING CONCEPTS AND THE DEVELOPMENT IN THE 21ST CENTURY MARKETING RISKA SEPTIFANI, STP, MP DEPARTMENT OF AGROINDUSTRIAL TECHNOLOGY FACULTY OF AGRICULTURAL TECHNOLOGY UNIVERSITAS
Chapter 1 Review. Marketing 12
Chapter 1 Review Marketing 12 Concept Check Define Marketing in your own words ANS: Your answer should include something about manipulating the variables which are the 4Ps (product, price, place and promotion)
Lecture 03. The consumer decision process
Lecture 03 Evaluating and selecting Situational influences The consumer decision process Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education,
The Organization of International Business
Chapter 14 The Organization of International Business Copyright 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
What Is Marketing? 1. Defined: The process of developing, promoting, and distributing products to satisfy customers needs and wants.
What Is Marketing? 1. Defined: The process of developing, promoting, and distributing products to satisfy customers needs and wants. Development + Promotion + Distribution = Happy Customer 1. Products
Chapter 8 Developing a Global Vision through Marketing Research
Chapter 8 Developing a Global Vision through Marketing Research McGraw-Hill/Irwin 2005 The McGraw-Hill Companies, Inc. All rights reserved. Where we are Part I: Overview and the External Environment The
MARKETING Understand buying behaviors.
MARKETING 3.02 Understand buying behaviors. Marketing Strategy A marketing strategy provides vital information on how a business will meet its goals of satisfying customers that will result in making sales
Chapter 9. Learning Objectives. Identifying Market Segments and Targets. consumer market into segments? attractive target markets? segmentation?
Chapter 9 Identifying Market Segments and Targets Copyright 2016 Pearson Education Ltd. 9-1 Learning Objectives 1. In what ways can a company divide the consumer market into segments? 2. How should business
Mobile Audience Insights Report. Q Spotlight on Retail
Mobile Audience Insights Report Q2 2014 Research Overview Mobile Path to Purchase Trends...2-5 Mobile Ad Influences on Consumer Behavior...6-7 Mobile Ad Effectiveness: LCI Analysis...8 Retail Consumer
INFORMATION SHEET DIPLOMA IN DIGITAL MEDIA DESIGN DDM DIGITAL ADVERTISING DESIGN 3.0 SEGMENTATION, TARGETING & MARKETING MIX
INFORMATION SHEET COURSE : DIPLOMA IN DIGITAL MEDIA DESIGN SESSION : JAN - JUN 2010 SEMESTER : 4 CODE/SUBJECT : DDM 4333 - DIGITAL ADVERTISING DESIGN SHEET NO : 5 LECTURER : AHMAD KAMSOL BIN MAT YUSOP
Understanding Procurement : SNAM Industry Conference
Understanding Procurement : SNAM Industry Conference March 12, 2015 Learning Objectives Rules and regulations surrounding procurement Effective procurement practices Understanding the value of industry
Chapter 2: Defining the Target Customer
Chapter 2: Defining the Target Customer Multiple Choice Questions (answer is denoted by an asterisk) 1. Identifying the unmet needs of customers in a target market allows you to: a. Determine competitive
Senior Exam Spring 2011
Senior Exam Spring 2011 NAME Multiple Choice Identify the letter of the choice that best completes the statement or answers the question. 1. Betty s Boutique sells 500 floral arrangements at $20 apiece.
Marketing: Advertising and Sales Promotion
Marketing: Advertising and Sales Promotion Food Communication II Section D Segmenting and Targeting All of the information has been adapted from: Kotler P. Armstrong, G., 2004. Principles of Marketing.
E-marketing and E-commerce in the U.S. Green Industry Ariana Torres, Ph.D.
E-marketing and E-commerce in the U.S. Green Industry Ariana Torres, Ph.D. Assistant Professor Purdue University Industry Overlook - 2018 Plant & Flower Growers* Nursery and Garden Centers Flower and Nursery
Planning Merchandise Assortments
Chapter 12 Planning Merchandise Assortments PPT McGraw-Hill/Irwin 12-1 Levy/Weitz: Retailing Management, 5/e Copyright 2004 by The McGraw-Hill Companies, Inc. All rights reserved. The Category A category
Global Marketing Strategies. Marketing Strategies for Going Abroad
Global Marketing Strategies Marketing Strategies for Going Abroad What You Will Learn 3 marketing strategies when selling abroad: 1. Globalization 2. Adaptation 3. Customization Risks and challenges of
Driving Long- Term Trust and Loyalty Through Transparency. The 2016 Label Insight Transparency ROI Study
Driving Long- Term Trust and Loyalty Through Transparency The 2016 Label Insight Transparency ROI Study Executive Summary The Label Insight Food Revolution Study, released in June of 2016, found that consumers
Top 8 Insights From the 2018 Beauty, Health & Wellness Survey
Top 8 Insights From the 18 Beauty, Health & Wellness Survey Think nutritional and skincare are of interest only to consumers of a certain age? Think again. According to L.E.K. Consulting s third installment
SOUTH AFRICA BRAND REPORT
SOUTH AFRICA BRAND REPORT CONSUMERS OF INFANT CEREAL COMPILED: FEBRUARY 2012 REPORT OVERVIEW Compiled: February 2012 (75 pages) This comprehensive report examines the South African purchasers of infant
Chapter 11. Customer-Driven Marketing
Chapter 11 Customer-Driven Marketing Learning Objectives 1 Define marketing. 5 Describe marketing research. 2 3 4 Discuss the evolution of the marketing concept. Describe not-for-profit marketing and nontraditional
Perceptual Map. Scene 1. Welcome to a lesson on perceptual mapping.
Perceptual Map Scene 1 Welcome to a lesson on perceptual mapping. By the end of this lesson, you should be able to: describe a perceptual map explain the value and use of a perceptual map list the areas
2011 Corinthian Colleges, Inc. Business v2.0 MAR 1011 Introduction to Marketing. Rev
1. Consumers accompanied by children A. purchase twice as much as they normally would if shopping with adults. B. purchase about 40% more than when shopping alone. C. spend more than when shopping alone
2013 Annual Quantification Report Media Feedback Report - Energy Drinks in South Africa
2013 Annual Quantification Report Media Feedback Report - Energy Drinks in South Africa April 2013 Product Definitions Product Energy Drinks Definition Energy drinks contain a high level of caffeine and
Customer-Driven Marketing Strategy: Creating Value for Target Customers
Customer-Driven Marketing Strategy: Creating Value for Target Customers Customer-Driven Marketing Strategy: Creating Value for Target Customers Market Segmentation Market Targeting Topic Outline Differentiation