893902
Description
Mind Map by Owen Monagan, updated more than 1 year ago
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Created by Owen Monagan
about 10 years ago
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Segmentation, Targeting and Positioning
- Segmentation
- Dividing a market into distinct groups with
distinct needs, characteristics, or behavior who
might require separate products or marketing
mixes
- Types
- Geographical Segmentation
- Demographic Segmentation
- Age, gender
- Age, gender
- Psychographic Segmentation
- Personality, Class
- Personality, Class
- Behavioral Segmentation
- Loyalty, Occasions
- Loyalty, Occasions
- Geographical Segmentation
- Requirements for Effective Segmentation
- Measurable
- Size, Purchasing Power
- Size, Purchasing Power
- Accessible
- Can your reach it?
- Can your reach it?
- Substantial
- Worth your time?
- Worth your time?
- Differentiable
- Respond Differently
- Respond Differently
- Actionable
- Ability to work with
segmentation
- Ability to work with
segmentation
- Measurable
- Dividing a market into distinct groups with
distinct needs, characteristics, or behavior who
might require separate products or marketing
mixes
- Targeting
- Target Market
- Consists of a set of buyers
who share common needs
or characteristics that the
company decides to serve
- Selecting
- Undifferentiated (mass) marketing
- Differentiated (segmented) marketing
- Concentrated (niche) marketing
- Micromarketing (local or individual)
- Undifferentiated (mass) marketing
- Consists of a set of buyers
who share common needs
or characteristics that the
company decides to serve
- 1: Defining the abilities of the company and
resources needed to enter a market
- 2: Analyzing competitors on their resources and skills
- 3. Considering the company’s abilities compared
to the competitors' abilities
- 4. Deciding on the actual target markets.
- Target Market
- Positioning
- Tailoring a product or its
marketing so that it stands
out from the competition
and people want to buy it.
- Strategies
- Brand Positioning Strategy
- Product Positioning Strategy
- Competitive Pricing Strategy
- Competitive Positioning Strategy
- Brand Positioning Strategy
- Tailoring a product or its
marketing so that it stands
out from the competition
and people want to buy it.
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