MGMA01H3 Chapter 4: Chapter 4
15 Apr 2011
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Document Summary
Introduction: selecting an appropriate strategy depends on a variety of internal and external variables facing the firm. Alternative market matching strategies: the very core of the firm"s strategy is to match product offerings with the needs of particular market segments, following factors are taken into consideration, company resources. must be adequate to cover product development and other marketing costs: differentiability of products. some products can be easily differentiated from others. Some can be produced in versions designed specially for individual segments: stage in the product cycle. as a product matures, different marketing emphases are required to fit market needs: competitors" strategies. strategies and product offerings must be continually adjusted in order to be competitive: size of segment. Stage 1: identify market segmentation bases: the decision process begins when a firm identifies characteristics of potential buyers as bases that will allow the marketer to classify them into market segments.
