M1S1: Role Of IMC In The Marketing Process 2 Flashcards
Selecting a Target Market
● Undifferentiated Marketing
● Differentiated Marketing
● Concentrated Marketing
A strategy in which
market segment differences are ignored and one
product or service is offered to the entire market.
Undifferentiated Marketing:
A type of marketing
strategy whereby a firm offers products or services to
a number of market segments and develops separate
marketing strategies for each.
Differentiated Marketing
A type of marketing
strategy whereby a firm chooses to focus its
marketing efforts on one particular market segment.
Concentrated Marketing
The art and science of fitting the product
or service to one or more segments of the market in
such a way as to set it meaningfully apart from
competition. Most important factor in establishing a
brand in the marketplace
Market Positioning/Positioning
setting the brand apart on the basis of the specific
charac or benefits offered
Positioning by Product Attributes and Benefits:
Attributes considered
important to consumers in the purchase
decision process.
Salient Attributes
associating w/ a
specific use or application. Expanding the usage of a
product
Positioning by Use or Application:
positioning against
another product category
Positioning by Product Class
associating w/ a group of
users
Positioning by Product User:
symbol that is
identifiable to others
Positioning by Cultural Symbols
The changing of a product
or brand’s positioning. Stagnant sales or
anticipated opportunities in other market
positions
Repositioning
7 Types of Positioning
Positioning by Product Attributes and Benefits
Positioning by Product User
Positioning by Product Class
Positioning by Price/Quality
Positioning by Competitor
Positioning by Cultural Symbols
Positioning by Use or Application
