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History of Marketing 2BY: Mustafa Abdelnaser
Marketing 2.0“Customer Centric Marketing”
(1970s -1990s)
Marketing 2.0
Objective: Satisfy and retain customersEnabling Forcing: Information TechnologyValues: Functional & Emotional
Marketing 2.0
STP Branding
Segmentation Targeting PositioningGive Promises and keep
them
Segmentation
Segmentation Criteria
Demographic: Age – Gender – Income - Religion Geographic: Region - Country - State Physiographic: Lifestyle - Personality - Opinions -
Social Class Behavioral: Online Shoppers - Sporty - Reader
Targeting
Targeting Criteria
Undifferentiated (one product to all segments) ex. coca cola
Differentiated (different product to different segments) ex. Samsung
Concentrated (one product to one segment) ex. Rolex watches
Positioning
Positioning Criteria
Positioning by product: More for more: Apple More for the same: Samsung More for less: Alcatel Less for much less:
Slogans Game Just do it! Think Different When there is no tomorrow The happiest place on earth Connecting People Open Happiness Inspire and nurture the human spirit Come to where the flavor is The best or nothing Seek The Peak
Questions?
Thank You!!
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