Ch3 Flashcards
What is the analysis of 3Cs ?
-Customers.
-Competitors, and
- the Company
What is the STP marketing experts ?
- Segmentation.
- Targeting.
- Positioning.
In Market Analysis you should look at overall size and growth of
1 ….
2 ….
3 ….
1- the market .
2- the margins and profit potential, and .
3- the levels and trends affecting the market.
– Who are the customers in that market in terms of demographics and psychographics?
– What needs or problems do they have?
– What are the jobs-to-be-done from the customer’s perspective?
…… ………. Analysis
Customer Needs Analysis
– Identification and analysis of competitors.
– Analysis of competitors’ strengths and weaknesses.
– Understanding opportunities for differentiation and competitive advantage.
……. Analysis
Competitor Analysis
– Identify the organization’s strengths in terms of
* its current brand positioning and image, and
* the resources the organization has.
– Examining the organization’s limitations or constraints.
– Understand how an organization’s values shape the way it does business.
This is ?
Competitor Analysis
Customer Needs Analysis
Company Analysis
Company Analysis
…………. is Dividing the population of possible customers into groups.
Segmentation
A market segment is composed of a group of buyers who share ?
1-
2-
3-
4-
1-common characteristics -خصائص مشتركة
2-needs .
3-purchasing behavior .
4-consumption patterns , انماط استهلاك
In Segmentation the variables that can form the base of grouping are ?
1-
2-
3-
4-
1- demographic
2- geographic
3- psychographic
4- behavioral
Understanding segment(s) that would most likely be interested in the service, and focus on how to serve them well.
Targeting
The unique place that the firm and/or its service offerings occupy in the minds of its consumers.
Positioning
…………is the first step toward creating a
unique positioning for a service.
Differentiation
……….. …….. …………. Focuses on what customers truly want in a service and close to multi-attribute decision models
Needs-based segmentation
Give me example for
Many Number of Markets Served and Narrow Number of Service Offerings ?
Starbucks
Service focused
Give me example for
many number of markets served and Wide Number of service offerings
Supermarket
Unfocused (everything for everyone)
Give me an example
4 few number of market served and Wide number of service offerings
B2B
Market focused
Positioning strategy:
– creating,
– communicating
– maintaining distinctive differences.
Positioning Principles (Jack Trout):
A company must establish a position in the minds of its targeted customers.
Positioning maps are tools to
visualize competitive positioning along key aspects of its services marketing strategy.
map developments over time,
– develop scenarios of potential competitor responses.
Basic elements to writing a good positioning statement:
1-Target audience
2-Frame of reference
3-Point of difference
4-Reason to believe
………… proof that the brand can deliver
the benefits that are promised.
Reason to believe
the most compelling benefit offered by the brand that stands out from its competition.
Point of difference
the specific group(s) of people that the brand wants to sell to and serve.
Target audience
the category that the brand is
competing in
Frame of reference
