Creating Value For Target Customers
Published on Nov 19, 2015
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MORE DECKS TO EXPLORE
PRESENTATION OUTLINE
CREATING VALUE FOR TARGET CUSTOMERS
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MARKET SEGMENTATION
AGE AND LIFE-CYCLE STAGE ADDRESSES THE FACT THAT CONSUMER NEEDS AND WANTS CHANGE WITH AGE
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SEGMENTING INTERNATIONAL MARKETS
- Geographic location
- Economic factors
- Political and legal factors
- Cultural factors
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REQUIREMENTS FOR EFFECTIVE SEGMENTATION
- Measurable
- Accessible
- Substantial
- Differentiable
- Actionable
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MARKET TARGETING
- Evaluating marketing segments
- Selecting target market segments
- Being socially responsible
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CHOOSING A TARGETING STRATEGY
- Company resources
- Product variability
- Product's life-cycle stage
- Market variability
- Competitors' marketing strategies
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DIFFERENTIATION & POSITIONING
REQUIRES SELECTING HOW MANY AND WHICH DIFFERENCES TO PROMOTE
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