segmentation

use segmentation methods

identify and develop position strategy

evaluate segmentations attractiveness

select target market

establish strategies or objectives

step 1: establish the overall the overall strategies

- swot

- derived from mission objectives

step 2: use segmentation methods

- graphic (country, region)

- demographic (easy to identify, measurable)

- psychographic (lifestyle)

- benefit (economy, prestige)

- behavioral (loyalty)

identifiable:

who is the market,

profitable:

access potencial, current and future

responsive:

the customer must react friendly to the product

reachable:

customer must know the product, recognize to buy it

substancial:

how large is the market?

step 3: evaluate segments atracctiveness

step 4: select a target market

- differentiated

- concentrated

- micromarketing ono-to-one

- mass marketing

step 5: identify and develop positioning strategy

- market positioning: clear, distinctive of what the product is

- value proposition: communicates the benefits