留学(英国考文垂大学)营销课件 Week 7.pptxVIP

M01SMM International Dimensions of Marketing ;By the end of this lecture you will:;The Segmentation – Targeting – Positioning Process;Market Segmentation;From individual customers to segments and targets;What is a market segment?;Segmentation Criteria;Example : the car market;Think about the segmentation criteria of women’s magazines ;What about these toothpastes?;;International Market Segmentation ;Targeting;Targeting: segments used operationally;Segment Attractiveness;Although arguments for segmentation are strong, it is only one of three approaches to strategy which exist:;Undifferentiated marketing;Concentrated or selective marketing;Differentiated or Multiple Marketing;Brand portfolios UK - laundry detergents;Developments in Micromarketing;Micromarketing;Positioning;Market Positioning;Base of positioning;Product Category or Need;Product Category or Need;Concrete attributes;Concrete attributes;Abstract attributes;Functional benefits;Symbolic benefits;;Use or application ;;;;Use or application ;From Challenge to Pepsi GenerationUser imagery;User Imagery;Competitors;Point of Parity Points of Difference;A positioning is effective;Perceptual maps;Perceptual Maps Positioning for Different Cars;The mapping technique: The case of luxury car market ;Positioning in International Marketing;Geniki Bank - Société Générale;Academic Constructs in International Consumer Research;Country of Origin (COO);COO effect: history and key elements - I ;COO cues as creators of cultural meanings ;What is Consumer Ethnocentrism and Country Animosity?;Aldi in France, bread is produced in France;Explain what targeting, positioning and segmentation mean. Provide examples to support your arguments. Identity a brand that has a different positioning in different markets. Explain the positioning strategies and the reasoning behind them. What does the country-of-origin (COO) effect represent? Explain what marketers can do to avoid adverse effects of COO or to benefit from its positive effects