MARKETING STRATEGIES1UNDIFFERENTIATED MARKETING• Marketing programs/activities to mass/entire market.• FIRM………………………Market2DIFFERENTIATED MARKETINGSegment 1FIRMSegment 2Segment 3Segment 43WHY MARKETING STRATEGIES• Market Segmentation Strategy• Market Targeting Strategy• Positioning strategy➢The above strategies are linked and can’tfunction in isolation—it’s a mutual mixoperation.➢Note the Chronological approach-One leading to the other.SegmentationTargetingPositioning4WHY MARKETING STRATEGIES• Marketing strategy determines choice of target market, segment, positioning, marketing mix and allocation of resources.• After, understanding of marketing management philosophies of choice, the marketing environment, Consumer behaviorand extent of the use of the marketing information systems affects the nature andquality of marketing strategy.5SEGMENTATION• Segmentation involves profiling firms market into distinct groups of buyers• Marketing managers-develop several market segments for further analysis• Segments:1,2,3,4, etc.6Several market SegmentsSegment 1FIRMSegment 2Segment 3Segment 47Feasibility of Segmentation• Justifications for a segment to be worthy ofattention;✓Measurable✓Accessible✓Substantial✓Unique✓Stable8Market Segmentation• Factors considered in market segmentation includes:- Geographical segmentation- Demographic se … Purchase document to see full attachment
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