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MKTG

MKTG. 8. CHAPTER. Segmenting and Targeting Markets. Strategies for Target Marketing (Advantages and Disadvantages?). Undifferentiated Strategy. Concentrated Strategy. Multisegment Strategy. LO 7. One-to-One Marketing is. Has a Goal of…. Cost Reduction. Individualized.

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MKTG

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  1. MKTG 8 CHAPTER Segmenting and Targeting Markets

  2. Strategies for Target Marketing(Advantages and Disadvantages?) Undifferentiated Strategy Concentrated Strategy Multisegment Strategy LO7

  3. One-to-One Marketing is... Has a Goal of… Cost Reduction Individualized Customer Retention Information-Intensive Increased Revenue Long-Term Personalized Customer Loyalty One-to-One Marketing LO8

  4. Attribute Price and Quality Use or Application Product User Product Class Competitor Emotion Positioning Bases LO9

  5. Brand Positioning MarketShare Tide Tough, powerful cleaning 31.1% Cheer Tough cleaning, color protection 8.2% Bold Detergent plus fabric softener 2.9% Gain Sunshine scent and odor-removing formula 2.6% Era Stain treatment and stain removal 2.2% Dash Value brand 1.8% Oxydol Bleach-boosted formula, whitening 1.4% Solo Detergent and fabric softener in liquid form 1.2% Dreft Outstanding cleaning for baby clothes, safe 1.0% LO9 Ivory Snow Fabric & skin safety on baby clothes 0.7% Ariel Tough cleaner, aimed at Hispanic market 0.1% Positioning of Procter & Gamble Detergents LO9

  6. PERCEPTUAL MAPPING LO9 Positioning and Product Differentiation

  7. Chapter 8 Key Terms • Market • Target • Segmentation • Positioning • Family Life Cycle • 80/20 Principle • One-to-one marketing • Perceptual mapping

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