Develop a marketing program
Factors of the marketing management process
Market positioning
Identifies the exiting positions of all the products currently serving its market segments
Occupy a clear,distinctive and desirable place relative to competing products
Give them the greatest strategic advantage in their target markets
Distinguish our products from competing products
Target consumers
Growth prospects of the market
It depends on:
Developments in the enviroment
life-style changes
advantages in technology
economic conditions
Nationality groups
Income
Growth rate of certain age
Estimate of the cuffent and future size of the market
Determine whether the market is large enough
Estimate current sales of competing products
Identify all competing products
Careful analysis of consumers
Understand their needs and wants
Delivering them greater value then competitors
Market targeting
Selecting one or more segments to enter
Serve several related segments
Strategy limits sales
Evaluating each market segment's attractiveness
Market segmentation
Classifying customers into groups
Phisiographic factors
pirchase occasions
benefits sought
подтема
Demographic factors
education
income
age
sex
Geographic factors
cities
regions
