organization. 4 L O 2: Using the concept of segmentation, targeting and positioning. 5 2.1: Micro and macro environmental factors that influence marketing decisions. 5 A.C 2.2: Segmentation criteria to be used for products in different markets. 6 A.C 2.3: Targeting strategy for a selected products and services. 7 A.C 2.4: How buyer behavior affects marketing activities in different buying situations. 8 A.C 2.5: New positioning strategy for a selected product and service. 9 LO 3: Understanding
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Content Introduction…………………………………………………….1 Market analysis……………………………………………….1-6 Segmentation…………………………………………………1-3 Targeting………………………………………………………3-4 Positioning……………………………………………………4-6 Conclusion……………………………………………………..6 Referencing…………………………………………………….6 Introduction As a marketer of a hotel, I will discuss the market segmentation, targeting and positioning. HUAZHU HOTELS GROUP is the first domestic Chinese multi brand chain hotel management group, ranked The Globe Hotel 16. March
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their market segmentation identification over time? Market segmentation is the process of placing the buyers in a product-market into subgroups so that the members of each segment display similar responsiveness to a particular positioning strategy (Cravens & Piercy, 2006). Once the companies had identified the market segmentation, the marketing effort should focus on the segment of interest and not be wasted on non-segment buyers. However, the companies need to change their market segmentation over
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the end of this lecture you should know; – How segmentation applies to social marketing – Be able to list the most common segmentation bases used in social marketing – How to identify the stages in the Prochaska and DiClemente (1997) model of segmentation – Be aware of the ethical implications of targeting in social marketing – Understand the concept of positioning in social marketing. – Be able to identify and develop different positioning statements, including: behaviour-focused, barrierfocused
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Objectives Target Market Selection Brand Positioning Strategic Marketing Mix which consists of the 4Ps Product that has three levels of product Price Place in terms of distribution channels Promotion in terms of advertising, marketing etc. Marketing Strategies in the next 12 months of existing brand of a certain product Classify consumer products in terms of the four categories known as convenience consumer product, shopping consumer product, specialty consumer product and unsought consumer
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1 Current Product…………………………………………………………… 2 1.2 Current Price………………………………………………………………. 3 1.3 Current Distribution……………………………………………………….. 4 1.4 Current Promotion………………………………………………………… 5 2.0 Brand Positioning ‘theory………………………………………………………. 6 2.1 Definition of Brand Positioning…………………………………………. 6 2.2 Explaing Brand Positioning……………………………………………… 6 3.0 Target Market Indication……………………………………………………….. 7 3.1 Geographic Segmentation……………………………………………… 7 3.2 Demographic Segmentation……………………………………………
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IDENTIFYING MARKET SEGMENTS AND TARGETS LEARNING OBJECTIVES In this chapter, we will address the following questions: 1. What are the different levels of market segmentation? 2. In what ways can a company divide a market into segments? 3. What are the requirements for effective segmentation? 4. How should business markets be segmented? 5. How should a company choose the most attractive target markets? CHAPTER SUMMARY 1. Target marketing includes three activities: market segmentation, market
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levels of marketing, they follow segment marketing and in segmentation, they follow behavioral segmentation. As they have, three different types of product, they follow differentiated marketing with different marketing mix. In target market selection they are following full market coverage. “LAJIJ Food (Pvt) Ltd” follows 4 ways of positioning (Price, Product User, Product Class, Competition and Symbol). Their effective ways of positioning help them much to increase their profit.
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involves the consumer looking for a product or services that effectively satisfies his/her wants. Most of the information received by the consumer is however through commercial sources such as newspapers, catalogs, media advertisement or through direct contact with the manufacture via mail. In this particular stage the consumer also analyses the strengths and weaknesses of the varieties of products available (Solomon, 2009). Once the consumer decides on which product or service best satisfies his/her
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Executive summary Success of the business mainly depend on the customer relationship and market investigation which done by the marketing. In this report we discuss about the restaurant Organic Green which is currently facing some problems. In first two portion of the report the problems are being found and comparison with other methods is given and in other two portions the solution is given from those methods So that the business can again run successfully in all the sectors.
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