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1. Imperatives for Market-Driven Strategy
2. Markets and Competitive Space
3. Strategic Market Segmentation
4. Strategic Customer Relationship Management
5. Capabilities for Learning about Customers and Markets
6. Market Targeting and Strategic Positioning
7. Strategic Relationships
8. Innovation and New Product Strategy
9. Strategic Brand Management
10. Value Chain Strategy
11. Pricing Strategy
12. Promotion, Advertising and Sales Promotion
Strategies
13. Sales Force, Internet, and Direct Marketing Strategies
* Market-driven strategy and Market-driven strategy and segmentationsegmentation*Market segmentation, value opportunities Market segmentation, value opportunities
and new market spaceand new market space
*Market targeting and strategic positioningMarket targeting and strategic positioning
3-8
Segmentation and Market-Driven Segmentation and Market-Driven StrategyStrategy
* Market-driven strategy and Market-driven strategy and segmentationsegmentation*Market segmentation, value opportunities Market segmentation, value opportunities
and new market spaceand new market space
*Market targeting and strategic positioningMarket targeting and strategic positioning
* Activities and decisions in market Activities and decisions in market segmentationsegmentation
3-10
Market Segmentation Activities Market Segmentation Activities and Decisionsand Decisions
* Market-driven strategy and Market-driven strategy and segmentationsegmentation*Market segmentation, value opportunities Market segmentation, value opportunities
and new market spaceand new market space
*Market targeting and strategic positioningMarket targeting and strategic positioning
* Activities and decisions in market Activities and decisions in market segmentationsegmentation
* Defining the market to be segmentedDefining the market to be segmented
*Characteristics of people and organizationsCharacteristics of people and organizations* Consumer marketsConsumer markets* Organizational marketsOrganizational markets* Product use situation segmentationProduct use situation segmentation* Buyers’ needs and preferencesBuyers’ needs and preferences
Higher-income, middle-aged men, drive 25-50000 miles a year… buy premium with a credit card … purchase sandwiches and drinks from the convenience store… will sometimes use carwash
16% ofbuyers
Men and women with moderate tohigh incomes, loyal to a brand andsometimes a particular station …frequently buy premium, pay in cash
16% ofbuyers
Upwardly mobile men and women -half under 25 years of age - constantly on the go … drive a lotsnack heavily from the convenience store
27% ofbuyers
Usually housewives who shuttlechildren around during the day anduse whatever gas station is based ontown or on route of travel
21% ofbuyers
Not loyal to brand or station andrarely buy premium … frequently ontight budgets.