1 / 12

Tomorrow’s Meeting Wednesday, October 18th @ 6pm in Bexell 321

Tomorrow’s Meeting Wednesday, October 18th @ 6pm in Bexell 321. 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.

selah
Download Presentation

Tomorrow’s Meeting Wednesday, October 18th @ 6pm in Bexell 321

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Tomorrow’s Meeting Wednesday, October 18th @ 6pm in Bexell 321 What’s Going On: All sorts of cool things!

  2. Characteristics of Products that Affect the Rate at Which They Diffuse • Relative Advantage • Divisibility/Trialability • Communicability • Compatibility • Complexity

  3. Market Segmentation, Targeting, and Positioning

  4. 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

  5. Segmentation Opportunities

  6. Common Means of Segmentation • Geographic • OSU: Where do you come from? • Demographic • Age and lifecycle • Gender • Income • Psychographic

  7. Common Means of Segmentation • Behavioral • Occasion • Benefits • Usage Rate (heavy half)

  8. Effective Segmentation Requires • Measurable • Accessible • Substantial • Differentiable • Actionable

  9. 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+

  10. Selecting Market Segments: Targeting • Micromarketing: Tailored to Individuals or Locations • Local Marketing: Newspaper Editions • Individual Marketing/One-to-One • Marriott • Dell: Customerization

  11. Positioning For Competitive Advantage • Perceptual Mapping: Product Attributes

  12. 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…

More Related