tomorrow’s meeting wednesday, october 18th @ 6pm in bexell 321 what’s going on: all sorts of...
Post on 22-Dec-2015
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Tomorrow’s MeetingTomorrow’s MeetingWednesday, October 18th @ 6pm in Bexell 321Wednesday, October 18th @ 6pm in Bexell 321
What’s Going On:What’s Going On:All sorts of cool things!
Characteristics of Products that Affect the Rate at Which They Diffuse
Relative Advantage Divisibility/Trialability Communicability Compatibility Complexity
Market Segmentation, Targeting, and Positioning
Basic Terms: You’ve seen these before! Segmentation
– WSJ (10/16/06): BiDil the first drug authorized for use by a single racial group (African-Americans)
Targeting– Airlines: What is good service?
Market Positioning– A&F– BB
Segmentation Opportunities
Common Means of Segmentation
Geographic– OSU: Where do you come from?
Demographic– Age and lifecycle– Gender– Income
Psychographic
Common Means of Segmentation
Behavioral– Occasion– Benefits– Usage Rate (heavy half)
Effective Segmentation Requires
Measurable Accessible Substantial Differentiable Actionable
Selecting Market Segments: Targeting Undifferentiated/Mass Marketing: Coca Cola? Differentiated/Segmented: Liz
– Classic: Crazy Horse, Liz Claiborne, Emma James– Modern: Axcess, Clairborne, Juicy Couture,
Kenziegirl– Relaxed: Sigrid Olsen, J.H. Collectibles– Denim/Streetwear: DKNY Jeans, Enyce, Lucky
Brand Jeans Concentrated/Niche Marketing
– Tesla at only $89,000+
Selecting Market Segments: Targeting Micromarketing: Tailored to Individuals
or Locations– Local Marketing: Newspaper Editions
Individual Marketing/One-to-One– Marriott– Dell: Customerization
Positioning For Competitive Advantage Perceptual Mapping: Product Attributes
Positioning Statement
To (target segment and need) our (brand) is (concept) that (point of difference)– To college students who desire a career in
marketing, the OSU marketing program offers a degree that…