BUSMKT 1040 Chapter 8: Chpt. 8 - Market Segmentation, Targeting, and Positioning
Document Summary
Chapter 8: market segmentation, targeting, and positioning. 1/20/18: mass customization: tailoring products or services to the tastes of individual customers on a high-volume scale, the segmentation tradeoff: synergies versus cannibalization. Simplicity and cost-effectiveness of assigning potential buyers to segments: 2. Similarity of needs of potential buyers within a segment: 4. Difference of needs of buyers among segments: 5. 1/20/18: must be aware of competitor"s strategies. Head-to-head positioning: competing directly with competitors on similar product attributes in the same target market: ex: dollar rent a car competes directly with avis and hertz, 2. Identify the important attributes for a product or brand class. Discover how target customers rate competing products or brands with respect to these attributes: 3. Discover where the company"s product or brand is on these attributes in the minds of potential customers: 5. Identify the important attributes (or scales) for adult drinks: 2. Discover how adults see various competing drinks: 3. Discover how adults see chocolate milk: 4.
