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Positioning, Segmentation and Target Marketing

Positioning, Segmentation and Target Marketing

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Published by John Follett

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Published by: John Follett on Sep 16, 2009
Copyright:Attribution Non-commercial

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08/10/2013

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www.demandmetric.com Call a Principal Analyst:(866) 947-7744
How To Guide
Marketing Segmentation, Targeting & Positioning
Executive Summary:
This report is designed to provide practical advice for segmentingmarkets, targeting specific customers, and working to effectivelyposition your product or service within the competitive landscape.Following are the sections of this report:
 
Marketing Strategy Refresher
 
Types of Market Opportunities
 
Market Segmentation
 
Target Marketing
 
Positioning & Competitive DifferentiationRead this report if you are looking for practical methods to identify andreact to new market opportunities that drive incremental revenue andincreased profitability.
 
 
www.demandmetric.com Call a Principal Analyst:(866) 947-7744 2
Table of Contents Page
Marketing Strategy Refresher
3
Types of Market Opportunities
4
Market Segmentation
5
Target Marketing
9
Positioning & Competitive Differentiation
10
 Conclusion
11
 
 
www.demandmetric.com Call a Principal Analyst:(866) 947-7744 3
Marketing Strategy Refresher 
Why is developing a marketing strategy so important?
From a high-level, the goal of a marketing strategy is to identify a targetmarket and develop a marketing mix that will appeal to those potentialcustomers.Decisions regarding the ideal marketing mix can be organized in termsof 
 
Price, Promotion, Product, and Price
.
 
However, the goal is not to just come up with a particular strategy, but rather to focus on the beststrategies that provide the most opportunity, and least risk, for the firm.
 
What types of analyses need to be completed? 
As a starting point, most marketers conduct an internal analysis or theirorganization to identify which opportunities make the most sense topursue. Use Demand
 
Metric’s
 
to get started.
This framework identifies the firm’s Strengths, Weaknesses,
Opportunities, and Threats, with special attention paid to the variousimplications stemming from each.
Once you have a clear understanding of your firm’ 
s capabilities andresources, you are ready to analyze the external environment to seek
market opportunities that fit your organization’s goals and objectives.Next, download Demand Metric’s
 
to review of the
Social, Technological, Economic, and Political issues affecting your firm’s
ability to capitalize on a market. Combining the internal and externalanalyses provides a foundation for evaluating potential marketopportunities, and serves as a basis for objectively comparing theattractiveness of each opportunity.It is helpful to view marketing strategy planning as a process of segmenting markets, targeting specific customers, and working toeffectively position your offering among the competition. The followingsections in this report will outline how to effectively segment, target,and position, your product or service.

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