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Market Segmentation, Targeting, and Positioning
© Leonard Walletzký

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Marketing framework
Název prezentace v zápatí
2

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The STP Process


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Target Market


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        Advantages of Segmentation


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Levels of segmentation


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Requirements for Effective Segmentation


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Bases for customer segmaentation


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Bases for Segmenting Business Markets


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Segmenting International Markets


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Evaluating Market Segments
(developing selection criteria)

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A.  Undifferentiated Marketing
B.  Differentiated Marketing
C.  Concentrated Marketing
Market Targeting
Market Coverage Strategies

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Market Targeting


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Positioning for Competitive Advantage


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Market Positioning Strategy


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Market Positioning Strategy
http://www.canberracollegeonline.com/wp-content/uploads/2015/08/position_research.png

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Marketing Positioning - Strategies


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Steps to Choosing and Implementing
a Positioning Strategy

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Developing Competitive Differentiation


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Selecting the Right Competitive
Advantages

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Steps in Market Segmentation, Targeting and Positioning


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Summary
* Segmentation
* Types of segmentation
* Why to do
* Targeting
* How to evaluate segments
* How to choose the right segment
* Positioning
* How to develop strategy
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