……………………………………………………………………………………………………...19 • BONIA DISCOUNTS ………………………………………………………………………………………………..20 MARKET SEGMENTATIONS ………………………………………………………………………………………………..20 • DEMOGRAPHIC SEGMENTATION …………………………………………………………………………..20-21 • PSYCHOLOGRAHIC SEGMENTATION ………………………………………………………………………….21 • BENEFIT-SOUGHT SEGMENTATION …………………………………………………………………………...21 • SITUATION SEGMENTATION
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Chapter 8 1. What are the advantages and disadvantages or using licensing as a market entry tool? Give examples of companies from different countries that use licensing as a global marketing strategy. Licensing: Advantages: • Low cost entry alternative • Allows licensor to circumvent tariffs, quotas, or similar export barriers • Limits political risk and risk of expropriation • Provides additional profitability with little initial investment • Provides method of circumventing tariffs
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MKTG 4120 Case Study – Positioning the ConneCtor 2011 Prepared by LI Danyang Sunny 1155002138 Question 1: Two dimensions were applied in this case since the third dimension did not capture significant variance compared with the sum of first two. (See Figure 1) The variance explained by the horizontal dimension (46.6%) was two times more than the vertical horizontal (20.8%), so the horizontal dimension was more than twice important in explaining customer perceptions than the vertical one
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to the Roomba robotic vacuum cleaner, to introduce into the market. Develop the segmentation, targeting, and positioning strategy for marketing the new product. Be sure to discuss: 1) the overall segmentation strategy 2) characteristics of the segment(s) you might choose as the target market 3) why the target market(s) is/are attractive 4) your positioning strategy. The primary goal of marketing this new, unique product of its generation is presenting its benefit of convenience.
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1. Identify three key characteristics of the marketing concept. Marketing concept is when an organisation should try to provide products and services that satisfy customer’s needs. Customers should be at the centre of all the organisations activities. Putting the customers first allows Britvic to be one of the biggest branded soft drink businesses in UK. * Needs, wants and demands * Value, satisfaction & quality * Exchange, transactions & relationships 2. Explain Britvic’s
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acknowledgements PART 2 COMPETITIVE MARKET ANALYSIS CHAPTER 3 THE CHANGING MARKET ENVIRONMENT Recession-hit Aga trials green energy Introduction 3.1 A framework for macro-environmental analysis . 3.2 The economic and political environment 3.3 The social and cultural environment 3.4 The technological environment 3.5 Changes in marketing infrastructure and practices 3.6 New strategies for changing macroenvironments 3.7 The Five Forces model of industry competition 3.8 The product life cycle 3.9 Strategic groups
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Using a product or service of your choice; illustrate the process of STP. Mass marketing – Examples, ware rare? Segmentation- (in few sentences) > Segmentation is needed to find own segment, niche, and opportunity > Segmentation is needed to locate the best target group. > Formulated best marketing decision Targeting- (in few sentences) 3 main approach (HF5415 B8) Concentrated Differentiated Undifferentiated (Mass Marketing) Positioning- (in few sentences) Is
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Competitors of Bosch Kettle 3. Critical analysis of relevant theories 3.1 SWOT Analysis 3.2 Portfolio Analysis 3.3 Porter’s Matrix 3.4 The Boston Matrix (The Product Portfolio) 3.5 Response Hierarchy Model (a) The AIDA Model (b) The innovation – adoption Model (c) The DAGMAR Model Market Attractiveness Model: the GE matrix 3.6 Critical Analysis 4. Critical Analysis of Buyer Behaviour 4.1 Consumer as Buyer 4.2 Conclusion and Analysis 5.0 Buyer Behaviour
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Category COURSE DESCRIPTION This course surveys quantitative marketing methodology. Our emphasis will be on the selection and use of models to support marketing strategy. Topics include: analysis of consumer behavior; segmentation, targeting, positioning, forecasting methods; new product decisions; and advertising decision models; sales force decision models and pricing decision models. The focus of the course is on the use of analytical approaches and computer-based models to formulate and solve problems
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MARKET SEGMENTATION Market Segmentation is known as the process of defining and subdividing a large homogenous market into clear segments where each segment has clear wants, needs and demands. The objective is to create a marketing mix that matches the expectations of consumers in that particular segment. Four factors that affect market segmentation are : 1. Clear identification of the sector 2. Measurability of its effective size 3. How accessible it is through promotional efforts
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