Copyright Envision Corporation. 2002. All rights reserved.

Protected by the copyright laws of the United States & Canada and by international treaties. ! S ""E#A" A$% S!& C!"' P&() * !E% !( % S!& *U!E+ PU*" S)+ (,,E& ,(& SA"E+ " CE$SE (& SU*" CE$SE+ # -E (& % SC"(SE !( A$' (!)E& PA&!'+ !) S P&(%UC! $ )A&% C(P' (& % # !A" ,(&.. A"" (,,E$%E&S / "" *E SUE% $ A C(U&! (, "A/.

Copyright Envision Corporation. 2002. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. ! S ""E#A" A$% S!& C!"' P&() * !E% !( % S!& *U!E+ PU*" S)+ (,,E& ,(& SA"E+ " CE$SE (& SU*" CE$SE+ # -E (& % SC"(SE !( A$' (!)E& PA&!'+ !) S P&(%UC! $ )A&% C(P' (& % # !A" ,(&.. A"" (,,E$%E&S / "" *E SUE% $ A C(U&! (, "A/.

Copyright Envision Corporation. 2002. All rights reserved. Protected by the copyright laws of the United States and Canada and by international treaties. ! S ""E#A" A$% S!& C!"' P&() * !E% !( % S!& *U!E+ PU*" S)+ (,,E& ,(& SA"E+ " CE$SE (& SU*" CE$SE+ # -E (& % SC"(SE !( A$' (!)E& PA&!'+ !) S P&(%UC! $ )A&% C(P' (& % # !A" ,(&.. A"" (,,E$%E&S / "" AU!(.A! CA""' *E SUE% $ A C(U&! (, "A/.

POSSIBLE MARKETING STRATEGIES

SEGMENTATION STRATEGIES

#eographic %e0ographic Psychographics *ehavioral

TARGET MARKET SELECTION STRATEGIES

Single1seg0ent concentration Selective specification Prod2ct speciali3ation .ar4et speciali3ation ,2ll 0ar4et coverage

DIFFERENTIATION STRATEGIES

Prod2ct itself Services Personnel 0age

POSITIONING STRATEGIES

Attrib2te positioning *enefit positioning Use5application positioning User positioning Co0petitor positioning

 Copyright Envision Corporation. 2002. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. ! S ""E#A" A$% S!& C!"' P&() * !E% !( % S!& *U!E+ PU*" S)+ (,,E& ,(& SA"E+ " CE$SE (& SU*" CE$SE+ # -E (& % SC"(SE !( A$' (!)E& PA&!'+ !) S P&(%UC! $ )A&% C(P' (& % # !A" ,(&.. A"" (,,E$%E&S / "" *E SUE% $ A C(U&! (, "A/.

Prod2ct category positioning 62ality5price positioning

MARKETING MIX STRATEGIES

Product
$ew prod2ct develop0ent Prod2ct line *rand Pac4aging5labeling Prod2ct life cycle decisions

Pricing
.ar42p pricing !arget1ret2rn pricing Perceived1val2e pricing -al2e pricing #oing1rate pricing Sealed1bid pricing #eographical pricing Price disco2nt allowances Pro0otional pricing %iscri0inatory pricing Prod2ct 0i7 pricing

Promoting
Advertising *illboards Point1of1p2rchase displays Sy0bols and logos Pac4aging inserts Sales pro0otion P2blic relations Personal selling %irect 0ar4eting

Plac
Channel choice .ar4et logistics nventory !ransportation 0odes5carriers

 Copyright Envision Corporation. 2002. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. ! S ""E#A" A$% S!& C!"' P&() * !E% !( % S!& *U!E+ PU*" S)+ (,,E& ,(& SA"E+ " CE$SE (& SU*" CE$SE+ # -E (& % SC"(SE !( A$' (!)E& PA&!'+ !) S P&(%UC! $ )A&% C(P' (& % # !A" ,(&.. A"" (,,E$%E&S / "" *E SUE% $ A C(U&! (, "A/.

C!RRENT MARKETING STRATEGIES

&elationship 0ar4eting %atabase 0ar4eting