Marketing- C570
Cleopatra
Subtopic
Marketing Concept
Target Marketing
Market Positioning
Full Market coverage
Market Specialization
Product Specializtion
Selective Segments
Single segment
Market Segmentation
To be useful, segmentation must be
differentiable
accessible
substantial
Actionable
measurable
Variables
Behavioral
Psychographic
Demographic
Etc
Age
Income
Geographic
Country
Culture
Bases for Mkt Segmentation
Consumer Characterestics
Consumer Responses
Market Targeting
Individual
Mass customiztion
Local
Grassroots
Niche
Internet enabled
Single Segment
Global Marketing
Be Cognizant of Cutural Social, Political Technological environmental legal limitations
Cultural Differences
Weak vs Strong uncertainty avoidance
Masculine vs feminine
High vs Low Power distance
Individualism vs Collectivism
Adaptive Marketing Program
Distribution Level
Price Level
Communication Level
Product Level
Backward Invention
Regional, country retailer, city version
Straight Extention - no change
Modes of entry (in order of increasing Risk, Control, Committment and Profit Potential)
Direct Investment
Joint Venture
Licensing
Direct Exporting
Indirect Exporting
Criteria
Competitive Advantage
Risk
Market Attractivensess
Challenges
Pirating
Corruption
Forex
Unstable Govts
Beware and manage Country of Origin perceptions
