Flashcards
Week 06 STP
Flashcards do conjunto (10)
- 1what is the 5 step process of segmenting, targeting and positioning?Segmentation
1. strategy or objectives
2. describe segments
Targeting
3. evaluate segment attractiveness
4. select target market
Positioning
5. Identify and develop positioning strategies - 2What are the 5 methods of segmenting consumers? Give an example of a company that uses eachgeographic ex. McDonalds (different menu)
demographic ex. Gillette (men vs women)
behavioural ex. Quantas (frequent flyers)
psychographic ex. Harley Davidson (tough bikers)
benefits ex. Treseme (sensitive, coloured hair etc.) - 3What are some additional segmenting methods for b2b customers?-operating characteristics
-purchasing approaches
-situational factors
-personal characteristics - 4What are some methods used for international segmentation?based on geography, economic, political, legal and cultural factors.
Intermarket segmentation - form based on similar needs and behaviors despite geographic differences - 5What are the 5 attributes that make a segment attractive?1. substanstial
2. identifiable
3. profitable
4. responsive
5. reachable - 6What are the 4 target marketing strategies1. undifferentiated (mass marketing)
2. differentiated (segmented marketing)
3. concentrated (niche marketing)
4. micromarketing or one-to-one - 7what is a value proposition?a business or marketing statement that a company uses to summerise why a customer should buy their product or service over competitors offerings
- 8What are 4 methods of positioning?1. value(price vs quality)
2. important attributes ( colgate toothpaste)
3. symbol (kleenex puppy)
4. competition (mac vs. pc) - 9What are the 6 steps in creating a positioning strategy?1. determine consumers perceptions and evaluations in relation to competitors
2. identify ideal points and size of market
3. identify competitors positions
4. determine consumer preferences
5. select the position
6. monitor the positioning strategy - 10—
Informações
- Descrição
- Segmentation, Targeting & Positioning
- Criado por
- Charlotte Marko
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