m Flashcards
helpful to view
market segmentation
4 basic types of opportunities
market penetration
market development
product development
diversification
attempt to increase sales
market penetration
effort to increase sales
market development
offering new improved products
product development
means opening completely new lines of business
diversification
two basic types of market
generic market and product market
what
product type
to meet
customer needs
who
customer segments
where
geographic region
generally similar needs
generic market
very similar needs
product market
group of potential customers who have similar needs
defining generic and product market
common market segment dimensions of consumer and b2b markets
understand common segment dimensions
respond a marketing mix in a predictable manner
group customers into homogenous micro segments
four criteria that strong market segments
homogenous
heterogenous
economic upside
operational
should be very similar
homogenous
divergent
heterogenous
large enough
economic upside
should be helpful
operational
target marketing
size
expected growth
competitive position
cost to reach
compatibility
distinction
positioning
3 positioning value disciplines
operational excellence
customer intimacy
product leadership
current position has been rendered
re-positioning
