If you think of a product, you most likely think of only one level of the three levels of product. If you think of a car, you probably think of the car: how it looks like, how it drives and so on. But a product is much more than what you […]
One element of the marketing mix is the product. As marketers we have to find the right products or services for our target market. The product or service should deliver superior customer value. But – What is a product, and what is a service? We give you the definition of […]
Differentiation and Positioning are the last steps of the marketing strategy. We will now look at the process of positioning in more detail.
Differentiation and Positioning are the last steps of the marketing strategy. We will now look at the process of differentiating in more detail. In order to achieve a strong position in the segment the company has chosen, it has to find ways to set itself apart. But how do we […]
Differentiation and Positioning are the last steps of the marketing strategy. We know which customers we want to serve, having segmented the market and targeted the most promising segment(s). But how are we going to serve the selected customers? This involves differentiating ourselves from other offerings in the market: Differentiation. […]
Presentations have to be given. Whether at school, at work or wherever else. Often, presentations are critical for your development – either you are judged and graded based on them, or you have to promote yourself and your ideas. So make sure that whatever you present is presented in the […]
These days, marketing has more and more to do with websites and internet promotion. Everywhere you can read the term SEO in the context of websites – But what is SEO? And why do we need Search Engine Optimization? SEO here, SEO there. What is SEO? That it stands for […]
We have learnt in the section Market Segmentation that a company cannot serve all consumers in the total market. Their variety and that of their needs is simply too large. Therefore, we have segmented the market, by dividing it up into small segments. Now, we should target those segments we […]