BU362 Lecture Notes - Lecture 7: Personal Selling, Product Placement, Focus Group
Document Summary
Objective: sales growth (meet environment friendly policy, maintain market leadership. Target market: demographic segmentation: females who are responsible for household, age, household income, interested in. Positioning: (cid:862)just like (cid:374)e(cid:449)(cid:863, generic: insufficient to differentiate, mai(cid:374) (cid:272)o(cid:373)po(cid:374)e(cid:374)ts are (cid:374)ot (cid:272)lear (cid:894)re(cid:272)all(cid:863) target, poi(cid:374)t of differe(cid:374)(cid:272)e, fra(cid:373)e of refere(cid:374)(cid:272)e(cid:895) Current financial position (are they safe: market share declines, sales significantly higher than bev (show numbers here) Strengths (i. e. , resources, skills: well-established company (brand, brand equity, enough resources (, market leader position, well-established distribution network (for commodity products, customers want to be able to get the product anywhere, brand image: environmental friendliness (underused) Innovativeness -> product variety -> satisfy customer needs better. Weaknesses: restrai(cid:374)t fro(cid:373) e(cid:374)(cid:448)iro(cid:374)(cid:373)e(cid:374)tal frie(cid:374)dl(cid:455) poli(cid:272)(cid:455) (cid:894)ties their ha(cid:374)ds; (cid:272)a(cid:374)"t de(cid:448)elop so(cid:373)e harsh products, higher price compared with competition (in a price sensitive market, hard to differentiate from competitors product, not well positioned (not enough differentiation)
