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 …
Category:
Marketing
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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 …
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Market SegmentationMarketing Basics
Market Targeting – Target Segments efficiently and effectively
by MaxWe 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. …
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Market SegmentationMarketing Basics
Market Segmentation – Dividing Consumer Markets into Segments
by MaxMarket segmentation is the first step in designing a customer-driven marketing strategy. It is the initial stage of developing a marketing logic by which the firm can create customer value …
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Between the B2C market that you normally see every day and the B2B Market, many differences exist. Let’s look at the B2B Market Characteristics, by comparing the B2B to the …
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Marketing Basics
The Buyer Black Box – Buyer’s Characteristics – Factors influencing the Consumer Buying Behaviour
by MaxWhy do not all individuals buy the same goods and services for personal consumption? Why do certain groups of people prefer different items than other groups? The reason is to …
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In making decisions, buyers go through a set of stages. How they go through them and with which pace may greatly differ. The actual purchase decision is only a small …
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The marketing mix, also called the 4 Ps of marketing, is one of the major concepts in marketing. What is it and how is it composed? The marketing mix is …
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There are five Marketing Concepts, also called marketing management orientations. These are different concepts which focus on various techniques to create, produce and market products to customers. In essence, one could see …
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As explained in more detail in ‘What is Marketing?’, marketing can be defined as building profitable customer relationships by creating value for customers and capturing value in return. But what …