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Positioning Resellers
through
marketing
strategies Purchase
Marketing to a Lifestyle
Padres Pitch to the Fans
Psychographic Demographic
Customer
Characteristics
Socioeconomic Geographic
Buying
Usage Situation
Awareness Benefits
Geographic Marketing
Demographic Segmentation
Psychographic Segmentation
Usage
Buying Loyalties
Responses
Benefit Segmentation
PRIZM Cluster Profiles
HIGH
LOW
Test Your Knowledge
The key factor in communicating information about
a brand and differentiating it from competitors is:
A) Its perceived price differential
B) Its integrated promotional strategy
C) The market positioning strategy assigned
it by the manufacturer
D) Its distribution intensity
E) The benefits the brand offers
Selecting a Target Market
What position do
we have now?
The
Position
Do we have the From whom
tenacity to stay must we win this
with it? position?
Do we have the
money to do the
job?
Positioning Strategies
Use or Application?
Product Class?
Product User?
Competitor?
Cultural Symbols?
Positioning by Use or Application
Developing a Positioning Platform
The
Checklist
Product Decisions
BRANDING PACKAGING
Demand
Mental activity
Competition
Behavioral effort
Perceived value
Relating Price to Ads and Promotion
Selecting
Distribution
Channel Managing
Decisions
Motivating
Distribution Intermediaries
Brokers
Distributors
Distribution
Channel
Intermediaries
Wholesalers
Retailers
Promotional Strategy: Push or Pull?
Producer Producer
Wholesaler Wholesaler
Retailer Retailer
Consumer Consumer
Information Flow
Test Your Knowledge
An ad in a publication aimed at veterinarians explains
why they should recommend Eukanuba cat food to the
owners of the cats they treat. This is an example of:
A) Consumer advertising
B) A promotional pull strategy
C) A harvesting strategy
D) A consumer promotion
E) A promotional push strategy