Bus169 Kotler Chapter 07

Chapter Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object]

What is a Market? ,[object Object]

Markets ,[object Object],[object Object],[object Object],[object Object]

Three Stages of Marketing ,[object Object],[object Object],[object Object],[object Object]

Cont’d ,[object Object],[object Object],[object Object],[object Object]

Cont’d ,[object Object],[object Object],[object Object]

Three Main Steps in Target Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Market Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Cont’d ,[object Object],[object Object]

Market Segmentation, Targeting and Positioning

Bases for segmenting Consumer markets ,[object Object],[object Object],[object Object],[object Object]

Analysing Consumer Segments ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object]

Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Which of the following is an example of a behavioural segmentation variable? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Which of the following is an example of a psychographic segmentation variable? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Business Market Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object]

Requirements for Effective Segmentation ,[object Object],[object Object],[object Object]

Evaluating Market Segments ,[object Object],[object Object]

Market Targeting: Evaluating Market Segments ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Selecting Market Segments ,[object Object],[object Object],[object Object],[object Object],[object Object]

Advantages / Disadvantages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Local Marketing ,[object Object],[object Object],[object Object]

Choosing a Market-Coverage Strategy ,[object Object],[object Object]

Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Differentiation and Positioning ,[object Object],[object Object],[object Object]

Choosing and Implementing a Positioning Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brand Position of Particular Department Stores

Identifying Possible Competitive Advantage ,[object Object],[object Object],[object Object]

Brand Repositioning Strategies

Differentiation ,[object Object],[object Object],[object Object],[object Object],[object Object]

Choosing the Right Competitive Advantages ,[object Object],[object Object],[object Object]

Which Differences to Promote? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Overall Positioning Strategy ,[object Object],[object Object],[object Object]

Communicating and Delivering the Chosen Proposition ,[object Object],[object Object],[object Object],[object Object],[object Object]

Bus169 Kotler Chapter 07

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Bus169 Kotler Chapter 07

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