MGMT100 Lecture 6: week 6 A
Document Summary
1- accessible able to be reached and served efficiently. 3- differentiable segments are conceptually different and respond to different marketing mix elements. 4- actionable effective programs can be designed to serve segments. Issues to consider in developing a socially responsible approach: Marketing sensitive or potentially harmful products eg: marketing to children through animated characters. Targeting vulnerable or disadvantaged persons elderly, low socio-economic backgrounds. Targeting children eg: below age of 9. Privacy concerns when targeting via electronic communications. Responsible marketing and advertising codes of conduct. A product"s position is the way the product is defined by consumers on important attributes the place the product occupies in the consumer"s mind relative to competing products. Choosing a differentiation and positioning strategy: identifying a set of differentiating competitive advantages, choosing the right competitive advantage, selecting an overall positioning strategy, developing a positioning statement. To find points of differentiation, marketers must think through the customer"s entire experience with the company"s product or service.
