MKT 4350 Lecture Notes - Lecture 14: Subliminal Stimuli, Business Jet, Toothpaste
9 Sep 2016
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Lifestyle: opinions, interests, activities, lifestyle segmentation provides insight consumer"s motivations. Break up market based off what people want. Advertising and promotion target to: heavy users, nonusers, brand-loyal users, switchers/variety seekers. Markets segmented by: usage rates, geographic location, sic (standard industrial classification) code, stage in the purchase process: first time vs. experienced buyers, benefits desired. Examine your ability to deliver value to the segments and costs of new capabilities distinct competencies of the firm: research segment size, growth potential and usage frequency, analyze the competitive environment, find a niche you can scratch". Is based on the substance of the brand"s values. What does bmw give you that others do not. Fundamental positioning themes: benefit positioning volvo safety, exm. Benefits of tea: user positioning nike, athletic users, feel like you"re an athlete, competitive positioning avis vs. hertz, positioning by going after the competition, samsung going to apple. Putting an iphone besides their products: avis vs. hertz.
