Topic 4: Segmentation‚ Targeting & Positioning LEARNING OUTCOMES: Upon completing this topic students should be able to: a) To examine the specific nature of segmentation‚ targeting and positioning. b) Demonstrate an understanding of the inter-related processes of segmentation‚ targeting and positioning c) Relate STP theory to real life marketing situations ************************************************************************************ RECOMMENDED READING: Cavallaro‚ M.‚ (2008)
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worldwide to get to get to know their consumers. It identifies current and future opportunities by segmenting the consumer marketplace on the basis of the personality traits that drive consumer behaviors. VALS categorizes consumers into the eight psychographic types: innovators‚ thinkers‚ achievers‚ experiencers‚ believers‚ strivers‚ makers‚ and survivors. (Boone & Kurtz‚ 2010) It has two critical concepts for understanding consumers: primary motivation and resources. The results of my VALS assessment
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CASE STUDY The Service Sector of Germany I. Table of Contents II. Abstract III. Introduction Germany has the largest population in the European Union with 84.5 inhabitants in January‚ 2010. The prosperous German economy attracts millions of immigrants from around the world as it is the third largest country in terms of immigration. Germany is bordered by Poland‚ Czech Republic‚ Austria‚ Switzerland
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Luxury consumer behavior in Mainland China: What exists behind the facade of new wealth? By Pierre Xiao LU China recently became the world’s second largest market for luxury goods with an annual increase of more than 30% in 2010‚ even surpassing Japan. Further estimates predict that China will become the largest upscale product and consumer goods market in the world. How does a country with an average GDP per capita of $3‚800 USD‚ and classified behind 105 in the world ranking possess such a strong
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Enterprise Rent-A-Car‚ was founded by Jack Taylor in 1957 in a basement of a Missouri Cadillac dealership with only seven cars. Today‚ Enterprise has more than 800‚000 vehicles and nearly 7‚000 locations. Their main business activity is to provide rental vehicles to customers. This privately owned company‚ what is known to be America’s #1-car rental company‚ has dedicated themselves to creating the best customer service throughout their service line in addition to being successful in the industry
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1. Company Name - Executive Summary Kerstin Dunleavy needs to determine how to maintain Dove’s brand momentum. The key objectives and goals of the Dove product line is to increase market share‚ develop a strong marketing campaign‚ retain functional strengths of the brand‚ maintain the image of the “Real Beauty” campaign‚ and stay ahead of the competition. Due to the highly competitive industry‚ marketing communication is critical to ensure campaign momentum. Kerstin must decide how to keep the
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After discussing various market segments with Elena‚ and in addition to researching the optimal target market independently‚ I am confident in the selection of middle-aged to slightly older professionals as the primary target audience. Demographics Generation X is an often overlooked demographic in marketing due to the fact that they lie directly in between two larger segments – the Baby Boomers and the Millennials (Taylor & Gao‚ 2014). According to Pew’s analysis of the Panel study of Income
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P1 - Know the role of marketing in organisations British Sky Broadcasting Group (Public limited Company) The ‘BskyB’ which is commonly known to and referred to as ‘Sky’ is a British based satellite broadcasting‚ broadband and telephone services company. Cadbury Enterprises pte Ltd (private limited) Cadbury Enterprises pte Ltd‚ commonly known as ‘Cadbury’ is a British confectionery company‚ which is best known for their confectionary products such as ‘Dairy Milk’ chocolate‚ ‘Crème Eggs’ and
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if a supplier of a product can find where its consumers are located the most‚ then its products will be successful‚ markets are segmented on certain consumer characteristics. For laundry detergent I would use all bases geographic‚ demographic‚ psychographic‚ and behavioristic. References Cavico F. J. & Mujtaba B. G. (2013). Business Ethics The Moral Foundation of Effective Leadership‚ Management‚ and Entrepreneurship 3rd Edition. Boston‚ MA: Pearson
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age‚ income and education. With the use of demographic segmentation‚ Tesla can employ its resources only to people that can afford it. For example‚ Tesla can market the Roadster S to males that are in their late thirties‚ and have high income. Psychographic segmentation is used when a survey is conducted and a company wants to group customers according to their lifestyle. Tesla can look at people’s activities and see if they are satisfied with commuting in their current cars or if they are looking
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