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McGraw-Hill/Irwin
Competitive analysis
Market segmentation
Target marketing
Resellers Purchase
Marketing to a Lifestyle
Customer Characteristics
Socioeconomic Geographic
Behavior
Outlet Type
Usage
Buying Situation
Awareness Benefits
Geographic Marketing
Psychographic Segmentation
Behavioristic Segmentation
Benefit Segmentation
Determine how many segments to enter Determine which segments have the greatest potential
Market Positioning
Fitting the product or service to one or more segments of the broad market in such a way as to set it apart from the competition
The Position
Do we have the tenacity to stay with it? Do we have the money to do the job? From whom must we win this position?
Positioning Strategies
How should we position?
Attributes and Benefits?
Price or Quality?
Use or Application?
Product Class?
Product User?
Competitor?
Cultural Symbols?
The Checklist
Branding and Product Names Brand names often communicate attributes and meaning
Safeguard I Cant Believe Its Not Butter! Easy-Off Arrid Spic and Span
Pricing Decisions
Factors the firm must consider What consumers give up to purchase a product or service
Costs
Price Variable
Time
Demand
Competition
Mental activity
Perceived value
Behavioral effort
Selecting
Managing
Motivating
Distribution Intermediaries
Brokers
Distributors
Wholesalers
Retailers
Pull Policy
Producer
Wholesaler
Retailer Consumer
Wholesaler
Retailer Consumer
Information Flow