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MKTG 420 - Week 2 Notes

by: Sonia Brosnan

MKTG 420 - Week 2 Notes MKTG 420

Marketplace > University of Oregon > Marketing > MKTG 420 > MKTG 420 Week 2 Notes
Sonia Brosnan
GPA 3.8

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About this Document

Here's the notes from this week in class, complete with important vocabulary to know!
Marketing Communications
L Schneider
Class Notes
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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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