1 of 8

Slide Notes

DownloadGo Live

Mkt Ch8

Published on Nov 19, 2015

No Description

View Outline

MORE DECKS TO EXPLORE

PRESENTATION OUTLINE

1.

Targeting customers

CHAPTER 8
Photo by Bogdan Suditu
2.

Customer-driven strategy

  • Segmentation
  • Targeting
  • Differentiation
  • Positioning
Photo by DanDeChiaro
3.

Segmenting consumer markets

  • Geographic
  • Demographic
  • Pyschographic
  • Behavioural
Photo by Pink Sherbet Photography
4.

Effective Segmentation

MEASURABLE, ACCESIBLE, SUBSTANTIAL, DIFFERENTIABLE, ACTIONABLE
Photo by martintom
5.

Target market

COMMON CHARACTERISTICS, CATERS TO
Photo by NateAllen
6.

Differentiation-positioning

DEFINED BY CONSUMERS
Photo by Elvert Barnes
7.

POSITIONING STRATEGY

  • Competitive Advantage
  • Product, Service
  • Channel
  • People
  • Image
Photo by scragz
8.

VALUE PROPOSITION

  • More for More
  • More for the Same
  • More for Less
  • Same for Less
  • Less for much Less

Roberto Bello