TAILIEUCHUNG - Lecture Principles of Marketing - Chapter 6: Segmentation, targeting, and positioning

This chapter define the three steps of target marketing: market segmentation, market targeting, and market positioning; list and discuss the major bases for segmenting consumer and business markets; explain how companies identify attractive market segments and choose a target marketing strategy; discuss how companies position their products for maximum competitive advantage in the marketplace. | Chapter Six Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers Define the three steps of target marketing: market segmentation, market targeting, and market positioning. List and discuss the major bases for segmenting consumer and business markets. Explain how companies identify attractive market segments and choose a target marketing strategy. Discuss how companies position their products for maximum competitive advantage in the marketplace. 6- Copyright 2007, Prentice Hall, Inc. Strategy Sells multiple brands within the same product category for detergents, soaps, and other goods. Each brand features a different mix of benefits and appeals to a different segment. Product modifications appeal to different niches within certain segments. P & G – Segments the Market Case Study The Payoff P&G generates revenues in excessive of $4 billion in . laundry detergent market alone. Tide has 34% share of powder and 24% share of liquid .

• Marketing - Bán hàng
• Principles of Marketing
• Lecture Principles of Marketing
• Marketing strategy
• Marketing process
• Market segmentation
• Segmenting international markets
• Online marketing
• Direct marketing
• Direct marketing model
• Marketing information
• Managing Marketing information
• Marketing in the digital age
• Marketing strategy in the digital age
• Sustainable marketing
• Marketing ethics
• Social criticisms of marketing
• Marketing myopia
• Marketing environment
• Demographic environment
• Marketing channels
• Supply chain management
• Social responsibility
• Customer insights
• Marketing research
• Bài giảng Nguyên lý Marketing
• Integrated direct marketing
• Marketing communicationsm
• Simple marketing system
• Strategic planning
• Planning Marketing
• Personal selling
• Global marketplace
• Global marketing environment
• Global marketing program
• Communicating customer value
• Marketing communications strategy
• Building customer relationships
• Marketing’s role
• Economic environment
• Company’s microenvironment
• Customer driven Marketing strategy
• Market targeting
• Introduction of Marketing
• Marketing mix 4P’s
• Strategic planning and marketing process
• Changing marketing opportunities
• Analyzing marketing opportunities
• Managing the marketing effort
• Marketing management’s ability
• Marketing department plan
• The marketing information
• Analyzing marketing information
• The marketing communications mix
• Modern marketing system