Documente Academic
Documente Profesional
Documente Cultură
Dawn Iacobucci
Chapter 3
Marketing Framework
What Is Targeting & Why Do It?
What is Targeting?
Selecting a market(s) to pursue
Why do it?
Its difficult to be all things to all people
How to Choose a Target
Go for it:
Sports apparel producer
in the attractive volley ball
apparel market
Hmm:
CD producer in the
attractive video game
market
Hmm:
Typewriter producer in the
unattractive typewriter
market
Avoid:
PC producer in the
unattractive e-book market
Discussion Question
Internal
Strengths
What do we do well?
Weaknesses
What do we not do
well?
External
Opportunities
What is occurring in
the external world that
is favorable to us?
Threats
What is occurring in
the external world that
is unfavorable to us?
Created by changes in
the 5 Cs
Competitive Analysis
Perceptual Map
Shows how customers
perceive firm relative to
competitors
Market 2
85 high schools x
90% of schools have teams x
75 players per team x
3.5 pairs of pants each
= 20,081.25 pairs of pants x
$35 contribution = $702,843.75
Example: Market Size
Market Growth
One approach
Start with the total population
Break it down into relevant proportions
Example:
(population x %aware x %trial x %repeat) x per annum
purchase
Census.gov cross-classifies businesses by sector
(e.g., NAICS codes) and size (e.g., by sales or
number of employees)
Discussion Question