Segmentation, Targeting and Positioning

Owen Monagan
Mind Map by Owen Monagan, updated more than 1 year ago
Owen Monagan
Created by Owen Monagan about 6 years ago
118
0

Description

Segmentation, Targeting and Positioning

Resource summary

Segmentation, Targeting and Positioning
1 Segmentation
1.1 Dividing a market into distinct groups with distinct needs, characteristics, or behavior who might require separate products or marketing mixes
1.2 Types
1.2.1 Geographical Segmentation
1.2.2 Demographic Segmentation
1.2.2.1 Age, gender
1.2.3 Psychographic Segmentation
1.2.3.1 Personality, Class
1.2.4 Behavioral Segmentation
1.2.4.1 Loyalty, Occasions
1.3 Requirements for Effective Segmentation
1.3.1 Measurable
1.3.1.1 Size, Purchasing Power
1.3.2 Accessible
1.3.2.1 Can your reach it?
1.3.3 Substantial
1.3.3.1 Worth your time?
1.3.4 Differentiable
1.3.4.1 Respond Differently
1.3.5 Actionable
1.3.5.1 Ability to work with segmentation
2 Targeting
2.1 Target Market
2.1.1 Consists of a set of buyers who share common needs or characteristics that the company decides to serve
2.1.2 Selecting
2.1.2.1 Undifferentiated (mass) marketing
2.1.2.2 Differentiated (segmented) marketing
2.1.2.3 Concentrated (niche) marketing
2.1.2.4 Micromarketing (local or individual)
2.2 1: Defining the abilities of the company and resources needed to enter a market
2.3 2: Analyzing competitors on their resources and skills
2.4 3. Considering the company’s abilities compared to the competitors' abilities
2.5 4. Deciding on the actual target markets.
3 Positioning
3.1 Tailoring a product or its marketing so that it stands out from the competition and people want to buy it.
3.2 Strategies
3.2.1 Brand Positioning Strategy
3.2.2 Product Positioning Strategy
3.2.3 Competitive Pricing Strategy
3.2.4 Competitive Positioning Strategy
Show full summary Hide full summary

Similar

Mapa Mental - Estilos de Aprendizagem
miminoma
English Vocabulary
Niat Habtemariam
Resumo global da matéria de Biologia e Geologia (10.º e 11.º anos)
miminoma
Food Technology - Functions of ingredients
evie.daines
LOGARITHMS
pelumi opabisi
Exchange surfaces and breathing
megan.radcliffe16
GCSE REVISION TIMETABLE
haameem1999
Key word flashcards
I M Wilson
GCSE Maths: Geometry & Measures
Andrea Leyden
French Essay Writing Vocab
Gianna Chibesa
Maapa menal .SISTEMAS NERVIOSO Y REPRODUCTIVO.
Patricia Contreras