Slash ForwardClassic Logo

Classic

Introduction

Marketing Approach

Marketing Approach Image Marketing Approach Image

Types of Marketing

Marketing Studies

Studying the environment, the market, the competitors, the consumers, the products and the services.

Strategic Marketing

Defining the objectives, target segments, positining, achievements, strategy.

Operational Marketing

Defining the marketing mix, the budget, the action plan, the control, implement decisions.

Strategic Marketing

Goal Setting Image Goal Setting Image

  • Segmentation: dividing into homogeneous groups (traditional, geographical, behavioral, psychographic)
  • Targeting: select target segment (mass marketing, segmented marketing, concentrted marketing, personalized marketing)
  • Positioning: design product for specific place in relation to competitors & consumers

Segmentation

Traditional Segmentation

  • Age and Life-cycle
  • Gender Segmentation
  • Income Segmentation
  • Geographic Segmentation

Behavioral Criteria

  • Occasions (when are they buying)
  • Benefits sought (why do they buy)
  • User status (initiator, influencer, buyer, user, decider)
  • Loyalty Status (hardcore, split, shifting, switchers)
  • Usage rate (light, medium, heavy)

Psychographic Criteria

  • Social class
  • Lifestyle
  • Personality

Goal Setting

  • Figures, timed
  • Volumes, Turnover, Market Share
  • Profitability, Contribution to Overheads, Profits
  • More qualitatives objectives: image & reputation, customer satisfaction, quality, innovation, social responsibility

Positioning

Positioning consists of using the Marketing Mix (4Ps)

  • Product: Product Policy
  • Price: Price Policy
  • Place: Distribution Policy
  • Promotion: Communication Policy

Product

  • Quality
  • Characteristics
  • Range
  • Design
  • Brand
  • Packaging
  • Size
  • Warranty
  • Services (after sale?)

Price

  • Rate
  • Price List
  • Discounts
  • Rebate
  • Payment conditions
  • Credit conditions

Place

  • Distrubution channels
  • Catchment area
  • Point of sale
  • Stock
  • Warehouse
  • Transporation

Promotion

  • Advertisements
  • Sales
  • Sponsorships
  • Public Relations
  • Direct Marketing
  • Selling Power

Last updated on

AI Icon
Ask Clement-GPT
Use AI to answer questions

On this page