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MKT week four notes

by: Qiu Jiawei

MKT week four notes 22364

Marketplace > Arizona State University > Marketing > 22364 > MKT week four notes
Qiu Jiawei
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About this Document

Hello this is 2/1 class notes
Marketing & Bus Performance
Detra Montoya
Class Notes
MKT 300




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This 2 page Class Notes was uploaded by Qiu Jiawei on Friday January 29, 2016. The Class Notes belongs to 22364 at Arizona State University taught by Detra Montoya in Spring 2016. Since its upload, it has received 27 views. For similar materials see Marketing & Bus Performance in Marketing at Arizona State University.


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Date Created: 01/29/16
Chapter 10 STP: Segmentation Targeting and Positioning  Market Segmentation is the division of consumer markets into meaningful and distinct groups. Taking the entire market and breaking into smaller grops with common characters.  Segmentation Criteria - Homogeneous: they will have similar tastes within that group. - Heterogeneous: want them to be different from other group - Substantial: sufficient size to work special marketing efforts. - Identifiable: measure how many members in the group nor not. Be able to identify grape members and no-grape members. - Responsive: everyone in group will respond similarly  The Segmentation Base is a group of characteristics that is used to assign segment members.  Demographic Segmentation 1. Gender: men or women 2. Geography: -Income -age - family size: family life cycle: the car age and different kind of car -occupation - ethnicity  Psychographic Segmentation - Social class - Lifestyle: whole food - Personality  Behavioral Segmentation: - Life event: - Loyalty - Knowledge - Product use - Usage rate  STP segmentation: Targeting is the process of evaluating and selecting the most viable market segment to enter Evaluate to select - Attractiveness - Size and growth potential - Brand objective - Organizational recourse  Undifferentiated (Mass) Marketing: if somebody made like a public library or utilities. Treated as a whole. For example: public library  Differentiated strategy: segments are separated and unique products is tailored to each segment. When we have broken up the market into multiple segments come up with a different product for reach one of those thing. Or split into several markets and different product for each segment - P&G - Coca-Cola  Niche (concentrated) Marketing(one market/segment): if you are a company that only focusses on vegan. So you have this whole market, multiple segments but we are only going to forces on this one.  Micro Marketing: each customer gets customized offer/products. For example: custom shoes  Positioning is the placement of a product or service offering in the minds of a selected target market. The sample mean: how u think about your brand VS other brand  Unique Selling Proposition: why should u buy it from me? Why should you buy come over Pepsi or buy Pantene over herbal Essence? - What does the brand stand for? - Why should they buy from me? - For whom am I trying to serve?  Perceptual Map: -it is a great way to assess your brand compared to others.  Selecting a Position: when you are thinking about your positioning strategy, you want to consider? You want to be affordable to your target. 1. Be Affordable to Target - Valued Benefit for Target - Difficult to Copy - Be Distinct from Competitors - Easily Communicated - Profitable  Brand Positioning: “. . . the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s minds.” Love, it is what makes Subaru a Subaru. Subaru – safety, lifetime Positioning: 一一一一一一一一一一一一一一一一一一一一一一一一一一一一一: they try to create an emotional connection with their consumers. 一the example of they have identified a market and gone after a segment how they position themselves. Reality, safety, dependability. 


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