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marketing communication lecture4课件
Segmentation, Targeting, and Positioning;DEFINITIONS;;Segmentation;Effective Segmentation;Bases for Segmentation;Values and Lifestyles Segmentation;Dog Food Market;Segmentation by Dell;Techniques for Segmentation;Targeting;TARGETING;TARGETING ;TARGETING ;TARGETING ;Product Differentiation and Positioning;Positioning …;Target Market Often Part of Positioning;Mapping the (man’s?) mind: There are blondes…;… and there are blondes;BACD of Positioning;Step B: Positioning Analysis;Perceptual Map (through factor analysis): Stores Example;Graphic Representation of Output: Perceptual Map of Stores;Step A: Alternative Positioning Concepts;Step C: Choice of
Positioning Concept;Positioning Statement;Step D: Delivery of the Positioning Concept;Changing Perceptions: The Case of Re-positioning of Kool Cigarettes;Changing Perceptions: The Case of Re-positioning of Kool Cigarettes;Changing Perceptions: The Case of Re-positioning of Kool Cigarettes;Summary: STP as Marketing Strategy
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