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LEARNING
2
customer focus.
Understand the importance of marketing imagination to
targeting.
Describe different product positioning strategies.
statement
most critical element is customer focus
chain?
When are consumers engaged with an element of the
consumption circle?
Who else is with the customer points in the cycle of
consumption?
How are consumers' needs and desires being addressed at
market intelligence
Coordinated marketing throughout the organization is
needed
Environmental conditions may affect importance
Learning relationships
develop
assumptions
Gets out in front of customers
customer
Mass customization
to particular customers
Saturn, Toyota
Economic downturn
Differentiated Segmentation or
Multi-Segment Marketing
Concentrated Segmentation
or Niche Marketing
product?”
Assess stage of product life cycle
evaluated by consumers?
How do consumers’ preferences compare
consumers’ minds?
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Perceptual Map for Processed
Meats
pure meat vs. not pure meat fit for guests vs. not fit for
for figure
unwholesome vs.
wholesome
F CC SC S
SC
Sporty
• Jaguar sedan
Ford Mustang •
• AMC Javelin • Ideal point for subject I
Plymouth Mercury • Ford Thunderbird V8
Barracuda• • Cougar
Luxurious
• Lincoln Continental
• Chevrolet Corvette
• Chrysler Imperial
• Ideal point for subject J
Exhibit Source: Paul E. Green and Donald S. Tull, Research for Marketing Decisions, 3rd ed. (Englewood Cliffs, NJ:
12.6 Prentice Hall, 1975), p. 601. © 1975. Adapted©by
Copyright permission
2002 of Prentice Hall
by The McGraw-Hill Inc., Upper
Companies, Inc. Saddle River,
All rights NJ.
reserved.
12-4
Cost
• Honda Overall rating
Accord .9
• BMW
.8 320i
.7
• VW • Datsun • Toyota .6
Rabbit 200SX Celica • Mazda • Audi
626 4000
.1 .2 .3 .4 .6 .7 .8 .9
.4
Performance
.3
• Chrysler .2
K-car
• Chevrolet • Ford .1
Citation Mustang
Exhibit Source: Johny K. Johansson and Hans B. Thorelli, “International Product Positioning,” Journal of International Business
12.5 Studies, vol. 16, no. 3, (Fall 1985), pp. 57-75. Reprinted by permission
Copyright of the
© 2002 by The Journal of Companies,
McGraw-Hill InternationalInc.
Business Studies
All rights reserved.
Targeting:
Designing a Market Mix Strategy
Once a company knows how it wants to be
perceived and evaluated by consumers the
next problem is to design a market mix
strategy that will help them get there or stay
there. This includes developing a program for
communicating the position of the product to
target consumers.
orientation.
Marketing intelligence and imagination, market