Professional Documents
Culture Documents
Marketing Process
Positioning Resellers
through
marketing
strategies Purchase
Identify
Identify markets
markets with
with unfulfilled
unfulfilled needs
needs
Determining
Determining market
market segmentation
segmentation
Selecting
Selecting market
market to
to target
target
Positioning
Positioning through
through marketing
marketing strategies
strategies
Find
Find ways
ways to
to group
group consumers
consumers
according
according to
to their
their needs.
needs.
Find
Find ways
ways to
to group
group marketing
marketing actions
actions -- usually
usually the
the
products
products offered
offered -- available
available to
to the
the organization.
organization.
Develop
Develop aa market/product
market/product grid grid to
to relate
relate the
the market
market
segments
segments toto the
the firms
firms products
products andand actions.
actions.
Select
Select the
the product
product segments
segments toward
toward which
which the
the firm
firm
directs
directs its
its marketing
marketing actions.
actions.
Take
Take marketing
marketing actions
actions to
to reach
reach target
target segments.
segments.
Psychographic
Psychographic Demographic
Demographic
Customer
Customer
Characteristics
Characteristics
Socioeconomic
Socioeconomic Geographic
Geographic
Behavior
Behavior Outlets
Outlets
Buying
Buying
Usage
Usage Situation
Situation
Awareness
Awareness Benefits
Benefits
HIGH
LOW
What
What position
What
What position do
position
position do
do
do
we
we
we have
have now?
now?
we have
have now?
Does
Does our
our creative
creative What
What
What position
What position
position do
position do
strategy
strategy we
we
we want
we want
want to
want to
to own?
to own?
own?
own?
match
match it?
it?
The
The
Position
Position
Do
Do
Do we
Do we
we have
we have
have the
have the From
From
From whom
From whom
whom
whom
tenacity
tenacity
tenacity to
tenacity to
to stay
to stay
stay
stay must
must
must we
must we
we win
we win
win this
win this
this
this
with
with
with it?
with it?
it?
it? position?
position?
position?
position?
Do
Do
Do we
Do we
we have
we have
have the
have the
the
money
money
money to
money to
to do
to do
do the
do the
the
the
job?
job?
job?
job?
How should By
By Attributes
Attributes and
and Benefits?
Benefits?
we position?
By
By Price
Price or
or Quality?
Quality?
By
By Use
Use or
or Application?
Application?
By
By Product
Product Class?
Class?
By
By Product
Product User?
User?
By
By Competitor?
Competitor?
By
By Cultural
Cultural Symbols?
Symbols?
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Developing a Positioning Platform
1.
1. Identify
Identify the
the competitors
competitors
2.
2. Assess
Assess perceptions
perceptions of
of them
them
3.
3. Determine
Determine their
their positions
positions
4.
4. Analyze
Analyze consumer
consumer preferences
preferences
5.
5. Make
Make the
the positioning
positioning decision
decision
6.
6. Monitor
Monitor the
the position
position
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Positioning Decisions
Is
Is the
the current
current Is
Is
Is the
Is the segmentation
segmentation
position
position strategy
strategy strategy
strategy
strategy
strategy
working?
working? appropriate?
appropriate?
appropriate?
appropriate?
The
The
Checklist
Checklist
Are
Are
Are there
Are there
there sufficient
there sufficient
How
How strong
strong is
is the
the resources
resources to to
competition?
competition? communicate
communicate
communicate the
communicate the
the
the
position?
position?
position?
position?
Product
Product Decisions
Decisions
BRANDING
BRANDING PACKAGING
PACKAGING
Brand
Brand Advertising
Advertising Packaging
Packaging Its
Its often
often
name
name creates
creates and
and has
has become
become customers
customers
commun-
commun- maintains
maintains increasingly
increasingly first
first
icates
icates brand
brand important
important exposure
exposure to to
attributes
attributes equity
equity product
product
and
and
meaning
meaning
Pricing
Pricing Price
Price must
must be
be consistent
consistent with
with
Considerations
Considerations perceptions
perceptions of
of the
the product
product
Higher
Higher prices
prices communicate
communicate higher
higher
product
product quality
quality
Lower
Lower prices
prices reflect
reflect bargain
bargain or
or
value
value perceptions
perceptions
Price,
Price, advertising
advertising andand distribution
distribution
mustbe
bebe
must unified
be unified
unified in
in in
unified in
identifying
identifying the
the product
product position
position
AA product
product positioned
positioned asas high
high quality
quality
while
while carrying
carrying aa lower
lower price
price than
than
competitors
competitors will
will confuse
confuse customers
customers
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Distribution is a Vital Link in the Chain
Selecting
Selecting
Distribution
Distribution
Channel
Channel Managing
Managing
Decisions
Decisions
Motivating
Motivating
Brokers
Brokers
Distributors
Distributors
Independent
Independent
Channel
Channel
Intermediaries
Intermediaries Wholesalers
Wholesalers
Retailers
Retailers
Push
Push Policy
Policy Pull
Pull Policy
Policy
Producer
Producer Producer
Producer
Wholesaler
Wholesaler Wholesaler
Wholesaler
Retailer
Retailer Retailer
Retailer
Consumer
Consumer Consumer
Consumer
Information Flow
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Test Your Knowledge
Point
Point of
of sale
sale displays,
displays, racks,
racks, stands
stands
PUSH
Trade
Trade deals,
deals, special
special displays
displays
Dealer
Dealer premiums,
premiums, prizes,
prizes, gifts
gifts
Cooperative
Cooperative advertising
advertising deals
deals
Advertising
Advertising materials,
materials, mats,
mats, inserts
inserts
Push
Push money
money or
or spiffs"
spiffs"
Collaterals,
Collaterals, catalogs,
catalogs, manuals
manuals
Company
Company conventions,
conventions, meetings
meetings
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Promotion to Pull Goods Through Channels
Sampling,
Sampling, free
free trial
trial
PULL
Cents-off
Cents-off promotions
promotions
Cents-off
Cents-off coupons
coupons
Combination
Combination offers
offers
Premiums
Premiums or
or gifts
gifts
Contests,
Contests, sweepstakes
sweepstakes
Point-of-purchase
Point-of-purchase
Trading
Trading stamps
stamps
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin