Lecture 2 Flashcards Preview

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Flashcards in Lecture 2 Deck (11):
1

Efficiency vs Effectiveness, 3 options

Mass Market Strategy
Customized Strategy
Segmentation Strategy

2

3) Why Segment?

1. Competitors
2. Different Needs
3. Limited Resources

3

3 criteria for market segmentation? Segments have to be..

1. Distinctive
2. Operational
3. Substantial

4

Segmentation trade offs

Usefulness vs Observability

5

Target Marketing Strategies

1. Undifferentiated Marketing
2. Differentiated Marketing
3. Customized Marketing

6

IPM focuses on

1. Customer Focus
2. Company focus
3. Competitive Focus

7

Vertical Differentiation

Different levels of quality

8

Horizontal Differentiation

Different Categories

9

Draw 5-box positioning

Current belief
Current Behavior
Consumer Proposition
Desired Belief
Desired Behavior

10

Perceptual Map

(graph) Competitive position, believed by customers

11

Brand Positioning Statement should include (5)

1. Target Segment
2. Brand Name
3. competitive framework
4. point of differentiation
5. reason why
6. brand character