Slide 1Characteristics of Products that Affect the Rate at Which They DiffuseSlide 3Basic Terms: You’ve seen these before!Segmentation OpportunitiesCommon Means of SegmentationSlide 7Effective Segmentation RequiresSelecting Market Segments: TargetingSlide 10Positioning For Competitive AdvantagePositioning StatementTomorrow’s MeetingTomorrow’s MeetingWednesday, October 18th @ 6pm in Bexell 321Wednesday, October 18th @ 6pm in Bexell 321 What’s Going On:What’s Going On:All sorts of cool things!Characteristics of Products that Affect the Rate at Which They DiffuseRelative AdvantageDivisibility/TrialabilityCommunicabilityCompatibilityComplexityMarket Segmentation, Targeting, and PositioningBasic Terms: You’ve seen these before!Segmentation–WSJ (10/16/06): BiDil the first drug authorized for use by a single racial group (African-Americans)Targeting–Airlines: What is good service?Market Positioning–A&F–BBSegmentation OpportunitiesCommon Means of SegmentationGeographic–OSU: Where do you come from?Demographic–Age and lifecycle–Gender–IncomePsychographicCommon Means of SegmentationBehavioral–Occasion–Benefits–Usage Rate (heavy half)Effective Segmentation RequiresMeasurableAccessibleSubstantialDifferentiableActionableSelecting Market Segments: TargetingUndifferentiated/Mass Marketing: Coca Cola?Differentiated/Segmented: Liz–Classic: Crazy Horse, Liz Claiborne, Emma James–Modern: Axcess, Clairborne, Juicy Couture, Kenziegirl–Relaxed: Sigrid Olsen, J.H. Collectibles–Denim/Streetwear: DKNY Jeans, Enyce, Lucky Brand JeansConcentrated/Niche Marketing–Tesla at only $89,000+Selecting Market Segments: TargetingMicromarketing: Tailored to Individuals or Locations–Local Marketing: Newspaper EditionsIndividual Marketing/One-to-One–Marriott–Dell: CustomerizationPositioning For Competitive AdvantagePerceptual Mapping: Product AttributesPositioning StatementTo (target segment and need) our (brand) is (concept) that (point of difference)–To college students who desire a career in marketing, the OSU marketing program offers a degree
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