International Marketing 3.2
3.2 Targeting and Positioning (STP)
3.2 Targeting and Positioning (STP)
Kartei Details
| Karten | 13 |
|---|---|
| Sprache | Deutsch |
| Kategorie | Marketing |
| Stufe | Universität |
| Erstellt / Aktualisiert | 24.11.2014 / 13.03.2015 |
| Lizenzierung | Keine Angabe |
| Weblink |
https://card2brain.ch/box/international_marketing_3_2
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| Einbinden |
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Market targeting is...
"The choice of which market segment(s) to serve with a tailored marketing mix.”
After identifying market segments, the marketer decides which present the greatest opportunities
5 Requirements for effective targeting
Measurable
Accessible
Substantial
Actionable
Differentiable
Measurable
Degree to which size, purchasing power and profits of a market segment can be measured
Accessible
Degree to which a market segment can be reached and served
Substantial
Degree to which a market segment is sufficiently large or profitable
Actionable
Degree to which effective programmes can be designed for attracting and serving the given market segment
Differentiable
Degree to which a segment is conceptually distinguishable and responds differently to different marketing-mix elements and programs
Assessing market potential
Three basic criteria
1.Current size of the segment and anticipated growth potential
2.Competition
3.Feasibility and compatibility with the company's overall objectives
