10 Questions
¿Cuál es el propósito principal de la segmentación de mercado?
Dividir el mercado en grupos de consumidores con necesidades y deseos similares.
¿Cuál es la etapa inicial del ciclo de vida del producto?
Introducción.
¿Qué es la posición de la marca?
La propuesta de valor única de la marca.
¿Qué tipo de innovación se refiere a la creación de nuevos productos o servicios?
Innovación de productos.
¿Qué es la diferenciación de productos?
La estrategia de hacer que un producto sea único y distinto de los competidores.
¿Cuál es el tipo de segmentación que se basa en características como la edad, el género y el ingreso?
Demográfica.
¿Qué es la gestión de la marca?
El proceso de crear y mantener una identidad de marca.
¿Qué estrategia de innovación se basa en la colaboración con socios externos?
Innovación abierta.
¿Cuál es la etapa final del ciclo de vida del producto?
Declive.
¿Qué tipo de diferenciación se basa en la creación de una imagen de marca única?
Imagén-based.
Study Notes
Product Diversification
Market Segmentation
- Dividing a market into distinct groups of consumers with similar needs and wants
- Helps companies to:
- Identify target markets
- Develop effective marketing strategies
- Increase customer satisfaction
- Types of segmentation:
- Demographic (age, gender, income)
- Psychographic (lifestyle, values, attitudes)
- Geographic (region, climate, culture)
- Behavioral (usage, loyalty, benefits)
Product Life Cycle
- Stages a product goes through from introduction to withdrawal
- Stages:
- Introduction (high cost, low sales)
- Growth (increasing sales, decreasing cost)
- Maturity (stable sales, high competition)
- Decline (decreasing sales, high competition)
- Strategies for each stage:
- Introduction: heavy marketing, high pricing
- Growth: expand distribution, reduce price
- Maturity: differentiate, maintain market share
- Decline: harvest or divest
Brand Management
- Process of creating and maintaining a brand identity
- Key elements:
- Brand positioning (unique value proposition)
- Brand personality (human-like characteristics)
- Brand image (perceived brand identity)
- Brand management strategies:
- Brand extension (new products or services)
- Brand revitalization (repositioning or rebranding)
- Brand portfolio management (managing multiple brands)
Innovation Management
- Process of generating and implementing new ideas
- Types of innovation:
- Product innovation (new or improved products)
- Process innovation (new or improved production methods)
- Business model innovation (new revenue streams or value chains)
- Innovation management strategies:
- Open innovation (collaboration with external partners)
- Closed innovation (internal R&D)
- Innovation culture (encouraging innovation within the organization)
Product Differentiation
- Strategy to make a product unique and distinct from competitors
- Types of differentiation:
- Feature-based (unique product features)
- Benefit-based (unique benefits to the customer)
- Image-based (unique brand image or personality)
- Product differentiation strategies:
- Quality differentiation (high-quality products)
- Service differentiation (exceptional customer service)
- Design differentiation (unique product design)
Test your knowledge of product management strategies, including market segmentation, product life cycle, brand management, innovation management, and product differentiation.
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