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