CHAPTER 1
MARKETING
PLAN
DEEMED
CONSIDERADO
ALL OBJECTS
ARE UNIQUE &
INVIOLABLE
STRATEGIC
MARKETING
MARKET
SEGMENTATION
STRATEGIC MEST PLAY,
TACTICAL MKT PLAN
3
1. (PRODUCT): DEVELOPMENT
AND MODIFICATION NEEDS
& DESIRES OF THE TARGET SEEMENT,
(2 [PRICE): COST, COMPETITION
willINGNESS OF THE SEGMENT
[3 PLACE). SELECTION OF THE
DISTRIBUTION CHANNELS TO REARCH
THE TARGET SEGMENT.
4 (PROMOTION): COMMUNICATION
AND PROMOTION OF THE OFFER
MARKET
SEGMENTATION
TANICA
40 40 6 60
(CEL, MENSON /
TARGOV
WHICH IDAGE
TO WEATE IN THE
MARLET
(POSITIONING)
VI
M.S. IS CUTTING
MARKETS INTO
SLICES
THE POPULATION
IS HOMOGENEOUS
SELECTING A TARGET MARKET
FOR A GIVEN PRODUCT
CHAPTER 2:
MARKET
SEGMENTATION
ANALYSIS
3 LAYERS
2
ANALYSIS
6
PROFILING
SEGMENTS
3
7
DESCRIBING
SEGMENTS
=>
Process of
GROUPING
CONSUMERS
MARKET SEGMENTATION
>>>
SEGMENTS
CONSUMERS
(CORE)
CONDUCTING HIGH QUALITY SEGMENTATION ANALYSIS
COMENTATION
(EXTRACTING MARKET SEGMENTS
EXTRACTING
SEGMENTS
2 ENABLING HIGH QUALITY MARKET SEGMENTATION ANALYSIS
(COLLECTING GOOD DATA, EXPLORING DAFTA, PROFILING SEGMENT
DESCRIBING SEGMENTS.
3 MAKING IT HAPPEN IN PRACTICE
1 DECIDING TO SEGMENT
2 DEFINING THE IDEAL SEGMENT
3. SELECTING TARGET SEGMENTS
4. DEVELOPING A CUSTOMISED MARKETING MIX
5. ASSESSING EFFECTIVENESS AND MONITORING MIT CHANGE'
SHARE SIMILAR
=> PRODUCT REFERENCES
1.
DECIDING (NOT)
TO SEGMENT
OR CHARACTERISTICS