MKTG 420 - Week 2 Notes
MKTG 420 - Week 2 Notes MKTG 420
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This 2 page Class Notes was uploaded by Sonia Brosnan on Thursday April 7, 2016. The Class Notes belongs to MKTG 420 at University of Oregon taught by L Schneider in Spring 2015. Since its upload, it has received 15 views. For similar materials see Marketing Communications in Marketing at University of Oregon.
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Date Created: 04/07/16
Week 2 Notes Segmenting Targeting o Who to serve? Positioning Marketing Mix o How to be different? Segmentation o Trying to go after an entire market will run a company out of business (lack of resources) o Ex: cowboys, trendy girls, nerds Types of Segmentation: o Demographic o Psychographics and lifestyles o Behavioral Dividing consumers based on how they act toward, feel about, or use a good or service Usage rate segmentation Usage occasion segmentation Benefit segmentation Feasibility o Do customer needs meet company resources and objectives? Attractiveness o Size and growth o Segment structural attractiveness The ABCs of Positioning o Access the market positions Do your research Positioning map o Be different Product features, style, performance Speedy, convenient service Best competitive advantage = hard to copy o Communicate the difference User positioning Competitive positioning Benefit positioning Functional benefit positioning o Product leadership o Operational excellence Emotional benefit positioning o Customer intimacy o Symbolic expressive o “Warm fuzzies” o Ex: Nike ID - customization Value o Bang for your buck o Ex: Wal-Mart
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