Documente Academic
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Documente Cultură
Strategy
Creating value for Target Customer
Chapter 7
1
Steps in market segmentation, targeting and
positioning
Market Segmentation
Divide the total market into smaller segments
Target Marketing
Select the segment or segments to enter
Market Differentiation
Differentiate the market offering to create superior
customer value
Market Positioning
Position the market offering in the minds of target
customers
Gender Education
Income Generation
Nationality
Company
Objectives and
Resources
Target Marketing: evaluate and select
The process of evaluating each market segment’s
attractiveness and selecting one or more segments to
enter.
Competitors’ Company
Strategies Resources
Factors
Affecting
Market Strategy Product
Variability Decisions Variability
Stage in
Life Cycle
Target Marketing: evaluate and select
Choosing a Target Marketing Strategy Depends on:
Company resources: limited resources – concentrated marketing.
Product variability: Uniform products, undifferentiated marketing.
Steel. Variety products, differentiation or concentration.
Automobiles.
Product’s life-cycle stage: new product, one version,
undifferentiated or concentrated marketing. Mature stage,
Differentiated.
Tide – powerful,
Toyota – economy,
Cadillac/Mercedes – luxury,