Beruflich Dokumente
Kultur Dokumente
Chapter 7- sIide 19
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market Targeting
1arget Market|ng Strateg|es
Chapter 7- sIide 20
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market Targeting
Und|fferent|ated markeLlng LargeLs Lhe
whole markeL wlLh one offer
Mass markeLlng
locuses on common needs raLher Lhan whaL's
dlfferenL
1arget Market|ng Strateg|es
Chapter 7- sIide 21
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market Targeting
D|fferent|ated market|ng LargeLs several
dlfferenL markeL segmenLs and deslgns
separaLe offers for each
- Coal ls Lo achleve hlgher sales and sLronger
poslLlon
- More expenslve Lhan undlfferenLlaLed
markeLlng
1arget Market|ng Strateg|es
Chapter 7- sIide 22
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market Targeting
- ConcenLraLed markeLlng
LargeLs a small share of a
large markeL
- LlmlLed company resources
- knowledge of Lhe markeL
- More effecLlve and efflclenL
1arget Market Strateg|es
Chapter 7- sIide 23
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Marketing Targeting
M|cromarket|ng ls Lhe pracLlce of Lallorlng
producLs and markeLlng programs Lo sulL
Lhe LasLes of speclflc lndlvlduals and
locaLlons
- Local markeLlng
- lndlvldual markeLlng
1arget Market Strateg|es
Chapter 7- sIide 24
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market Targeting
oca| market|ng lnvolves Lallorlng brands and
promoLlon Lo Lhe needs and wanLs of local
cusLomer groups
- ClLles
- nelghborhoods
- SLores
1arget Market Strateg|es
Chapter 7- sIide 25
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market Targeting
nd|v|dua| market|ng lnvolves
Lallorlng producLs and
markeLlng programs Lo Lhe
needs and preferences of
lndlvldual cusLomers
- Also known as
CneLoone markeLlng
Mass cusLomlzaLlon
MarkeLsofone markeLlng
1arget Market Strateg|es
Chapter 7- sIide 26
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market Targeting
uepends on
- Company resources
- roducL varlablllLy
- roducL llfecycle sLage
- MarkeL varlablllLy
- CompeLlLor's markeLlng sLraLegles
Choos|ng a 1arget Market
Chapter 7- sIide 27
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market Targeting
- 8eneflLs cusLomers wlLh
speclflc needs
- Concern for vulnerable
segmenLs
- Chlldren
Alcohol
ClgareLLes
lnLerneL abuses
Soc|a||y espons|b|e 1arget Market|ng
Chapter 7- sIide 28
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Differentiation and Positioning
9roduct pos|t|on ls Lhe way
Lhe producL ls deflned by
consumers on lmporLanL
aLLrlbuLesLhe place
Lhe producL occuples ln
consumers' mlnds
relaLlve Lo compeLlng
producLs
ercepLlons
lmpresslons
leellngs
Chapter 7- sIide 29
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Differentiation and Positioning
oslLlonlng maps
show consumer
percepLlons of
Lhelr brands
versus compeLlng
producLs on
lmporLanL buylng
dlmenslons
Chapter 7- sIide 30
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Differentiation and Positioning
- ldenLlfylng a seL of posslble compeLlLlve
advanLages Lo bulld a poslLlon
- Chooslng Lhe rlghL compeLlLlve advanLages
- SelecLlng an overall poslLlonlng sLraLegy
- ueveloplng a poslLlonlng sLaLemenL
Choos|ng a D|fferent|at|on and 9os|t|on|ng
Strategy
Chapter 7- sIide 31
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Differentiation and Positioning
Compet|t|ve advantage ls an advanLage over
compeLlLors galned by offerlng consumers
greaLer value elLher Lhrough lower prlces
or by provldlng more beneflLs LhaL [usLlfy
hlgher prlces
dent|fy|ng 9oss|b|e Va|ue D|fferences and
Compet|t|ve dvantages
Chapter 7- sIide 32
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Differentiation and Positioning
ldenLlfylng a seL of posslble compeLlLlve
advanLages Lo bulld a poslLlon by
provldlng superlor value from
Choos|ng a D|fferent|at|on and 9os|t|on|ng
Strategy
!roduct differentiation
Service differentiation
Channel differentiation
!eople differentiation
mage differentiation
Chapter 7- sIide 33
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Differentiation and Positioning
ulfference Lo promoLe should be
Choos|ng the |ght Compet|t|ve dvantage
mportant Distinctive Superior
Communicable !reemptive Affordable
!rofitable
Chapter 7- sIide 34
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Differentiation and Positioning
Va|ue propos|t|on
ls Lhe full mlx of
beneflLs upon
whlch a brand ls
poslLloned
Se|ect|ng an Cvera|| 9os|t|on|ng Strategy
Chapter 7- sIide 35
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Differentiation and Positioning
- 1o (LargeL segmenL and need) our (brand) ls
(concepL) LhaL (polnL of dlfference)
Deve|op|ng a 9os|t|on|ng Statement
Web ||nk
Chapter 7- sIide 36
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Communication and DeIivering the
Chosen Position
Chooslng Lhe
poslLlonlng ls
ofLen easler Lhan
lmplemenLlng Lhe
poslLlon
Chapter 7- sIide 37
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
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Copyright 2010 !earson Education, nc. Copyright 2010 !earson Education, nc.
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