Tomorrow’s Meeting Wednesday, October 18th @ 6pm in Bexell 321
Tomorrow’s Meeting Wednesday, October 18th @ 6pm in Bexell 321 What’s Going On: All sorts of...
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Transcript of Tomorrow’s Meeting Wednesday, October 18th @ 6pm in Bexell 321 What’s Going On: All sorts of...
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Tomorrow’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!
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Characteristics of Products that Affect the Rate at Which They Diffuse
Relative Advantage Divisibility/Trialability Communicability Compatibility Complexity
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Market Segmentation, Targeting, and Positioning
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Basic 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– BB
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Segmentation Opportunities
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Common Means of Segmentation
Geographic– OSU: Where do you come from?
Demographic– Age and lifecycle– Gender– Income
Psychographic
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Common Means of Segmentation
Behavioral– Occasion– Benefits– Usage Rate (heavy half)
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Effective Segmentation Requires
Measurable Accessible Substantial Differentiable Actionable
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Selecting Market Segments: Targeting Undifferentiated/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 Jeans Concentrated/Niche Marketing
– Tesla at only $89,000+
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Selecting Market Segments: Targeting Micromarketing: Tailored to Individuals
or Locations– Local Marketing: Newspaper Editions
Individual Marketing/One-to-One– Marriott– Dell: Customerization
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Positioning For Competitive Advantage Perceptual Mapping: Product Attributes
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Positioning Statement
To (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 that…