Reference no: EM132270795
Brand loyalty (mac users vs. macolytes)
- usage rate: heavy users, light users, nonusers
- 80/20 Rule: 80% of sales come from 20% of customers.
Geographic segmentation
Effective Positioning
Demographic segmentation
Behavioral segmentation
The pen market
- U.S. (near commodity)
- China (affordable luxury)
Demographic segmentation
Perceptual Maps
Why do you REposition a product?
Geographic segmentation
Conveys benefits (high quality)
- highlights points of difference
- is consistently executed: across time & across the marketing mix
- is WELL executed
Product Positioning
Use maps to diagnose
Effective Positioning
Market Segmentation
A consumer product that customers usually buy frequently, immediately, and with minimal comparison and buying effort
Shopping product
Specialty product
Convenience product
Industrial Products
Training service employees in the fine art of interacting with customers to satisfy their needs
Interactive marketing
Service Intangibility
Service inseparability
Internal Marketing