Principles of Marketing - Segmentation and Positioning

Offering consumers a unique value proposition that competitors cannot match.

A graphical representation of how consumers perceive products in a market.

Determining current brand position, ideal position, adjusting strategy, and creating a position statement.

Methods used to visually map and analyze consumer perception of products.

Criteria used to define and position a brand in the market.

Specific attributes like technology, benefits, price, quality, origin, competitor, use/application, product class, and product user.

Reasons why a brand might need to reposition in the marketplace.

The reasons why a product might need to be repositioned. Examples include incorrectly initial positioning, presence of competitor products, shifted consumer preferences, macro-environmental influences, and technology advancements.

Dividing the market by customer needs and wants.

Segments that are distinct, measurable, and recognizable.

Segments that react to marketing efforts.

Choosing which customer segments to focus on.

Focusing on one specific segment.

Placing a product in the minds of target customers.

Identifying, profiling, and evaluating market segments.

Challenges in segmenting like choosing right number of criteria or potential market changes affecting segments.

Factors used to divide a market into smaller, more manageable segments for targeted marketing.

Different ways to categorize customer segments, such as demographic, geographic, psychographic, and behavioral.

Dividing a market based on measurable characteristics like age, gender, income, and education.

Dividing a market based on geographical location, such as region, city, or country.

Understanding customers helps businesses target specific groups with products and services to increase sales and react to competition quickly.

Dividing a total market into relatively similar groups of potential customers

Evaluating segments and deciding which to focus on

Creating a unique image of your product in customers' minds

Different strategies for dividing markets, like mass vs. niche marketing

Segmentation, Targeting, and Positioning. A marketing framework to reach customer segments.

A group of potential customers with a desire/need for your products.

A group of similar products that customers may view as substitutes.

Markets focused on individuals or households buying products for personal use.

Market segmentation based on psychological and lifestyle criteria, like values, routines, and personality traits.

Market segmentation based on consumer behavior, purchase patterns, and product usage.

Consumer traits, attitudes, and habits used in psychographic segmentation.

How consumers spend their time and what is important to them, used in psychographic segmentation.

A behavioral approach within segmentation focusing on category-specific usage patterns.

A segmentation method focusing on the functional, psychological, relationship, or process benefits customers seek.

Categories of consumers based on how quickly they adopt new products.

Categorising consumers based on their loyalty to a product or brand.

The four crucial considerations when shifting a product's image or target market: manufacturability, marketability, cost, and projected income.

The online approach to marketing should align with the offline strategy, forming a cohesive overall strategy.

Strategies for how to present a product to consumers. These include emphasizing superior features/services, highlighting benefits, or linking to specific occasions.

Implementing segmentation, targeting, and positioning to remain competitive in the marketplace and adaptable to changing conditions.

A marketing manager must consider the relationship between the online marketing strategy and the offline marketing strategy