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  • Narrow Broad Broader

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    Indra Al Fatih
    12 views13 pages
    1. The document outlines various marketing segmentation approaches that range from broad to very specific and discusses gathering customer information through awareness, research, evaluation, and validation stages. 2. Different types of customer segmentation are described including demographic, geographic, behavioral, and psychographic segmentation. 3. A framework is presented for analyzing a company's products and competitors based on features, benefits, values, performance, design, and customer experience. Comparisons are made to multiple competitors. 4. The document discusses selecting media based on objectives, key messages, and target audiences, and implementing distribution channels considering length, breadth and depth. 5. Various aspects of marketing are summarized very briefly in 3 sentences or less as requested

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    1. The document outlines various marketing segmentation approaches that range from broad to very specific and discusses gathering customer information through awareness, research, evaluation, and validation stages. 2. Different types of customer segmentation are described including demographic, geographic, behavioral, and psychographic segmentation. 3. A framework is presented for analyzing a company's products and competitors based on features, benefits, values, performance, design, and customer experience. Comparisons are made to multiple competitors. 4. The document discusses selecting media based on objectives, key messages, and target audiences, and implementing distribution channels considering length, breadth and depth. 5. Various aspects of marketing are summarized very briefly in 3 sentences or less as requested

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    12 views13 pages

    Narrow Broad Broader

    Uploaded by

    Indra Al Fatih
    1. The document outlines various marketing segmentation approaches that range from broad to very specific and discusses gathering customer information through awareness, research, evaluation, and validation stages. 2. Different types of customer segmentation are described including demographic, geographic, behavioral, and psychographic segmentation. 3. A framework is presented for analyzing a company's products and competitors based on features, benefits, values, performance, design, and customer experience. Comparisons are made to multiple competitors. 4. The document discusses selecting media based on objectives, key messages, and target audiences, and implementing distribution channels considering length, breadth and depth. 5. Various aspects of marketing are summarized very briefly in 3 sentences or less as requested

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 13

    1

    Narrow Broad Broader

    2
    Direct Indirect Substitute
    Product

    Value

    Benefit

    Feature
    4

    Broad Specific Very Specific


    5
    Need’s Awareness

    Info Gathering

    Option’s Evaluation

    The Purchase

    Validation
    6
    1
    Demographic Behavior

    Geographic Psychographic

    2
    Value Skewness of the Value Towards Other Segmentation
    3

    Current Desired

    Claim
    1
    Customer
    Feature Benefit Value Performance Design
    Experience

    2
    Competitor Competitor Competitor
    Our’s
    1 2 3
    3
    Objective Key Message Target Audience Media Selection

    4
    Distribution Channel

    Length Breadth Depth


    5
    Media which your prospects mostly exposed to
    Channel Role
    Type Name
    Top Down Budgeting Top Down Budgeting
    Business Goal

    Value Creation Process Value Creation Program


    (STP) (P’s & Omnichannel)

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