SlideServe
Télécharger Obtenir Pro
Menu
Accueil Pro
Préférences
ApparenceLight Aide et commentaires
© SlideServe · v2026

Market Driven Opportunity and Marketing

rozalia-meszaros avatar
rozalia-meszaros
13 diapositives · 312 Views · Nov 02, 2014

Market Driven Opportunity and Marketing. Product and Service Positioning. Market Segmentation. Target Market Selection. The Marketing Process *. Marketing Analysis (The 5 C’s). Customers. Company. Competitors. Collaborators. Context. Creating Value. Marketing Mix (The 4P’s).

#market driven opportunity and marketing #market driven opportunity and marketing ppt #powerpoint #presentation
Market Driven Opportunity and Marketing - slide 1
01 / 13Market Driven Opportunity and Marketing
1 / 17

Télécharger la présentation

Market Driven Opportunity and Marketing
Une image / un lien ci-dessous est fourni (tel quel) pour télécharger la présentation

Politique de téléchargement : le contenu du site vous est fourni TEL QUEL pour votre information et votre usage personnel ; il ne peut être vendu, concédé sous licence ni partagé sur d’autres sites sans l’accord de son auteur.Le contenu vous est fourni TEL QUEL, pour votre information et votre usage personnel uniquement. Téléchargez la présentation en cliquant sur ce lien. Lors du téléchargement, si vous ne parvenez pas à télécharger une présentation, l’éditeur a peut-être supprimé le fichier de son serveur.Pendant le téléchargement, si vous ne parvenez pas à obtenir une présentation, le fichier a peut-être été supprimé par l’éditeur.

F I N

Plus de contenu associé

Transcription de la présentation

  1. Market Driven Opportunity and Marketing

  2. Product and Service Positioning Market Segmentation Target Market Selection The Marketing Process* Marketing Analysis (The 5 C’s) Customers Company Competitors Collaborators Context Creating Value Marketing Mix (The 4P’s) Product & Services Place/Channels Promotion Capturing Value Pricing Sustaining Value Customer Acquisition Customer Retention Profits *Robert Dolan, Note on Marketing Strategy. HBS:9-598-061

  3. Assessing Opportunity: Fit Newness to Market Low High Maximum Uncertainty & Risk Product- Company Fit Issue High Newness to Product- Market Fit Issue Cannibalization/ Incremental Sales Firm Low

  4. Assessing Opportunity: Time High Crash Program Speed at which market window is closing 100% Right Low High Low Degrees of Technical Innovation Required Source: (Krubasik, HBR, 1988)

  5. Assessing Opportunity: Risk(Decision Outcome) Market Performance “Good” “Bad” Right Decision Type I Error “Go” Strategic Decision Type II Error Right Decision “No Go”

  6. Identification of Need: Kano Method A car: + - • Airbag  • Gas Mileage  • GPS system  

  7. Performance – Importance Matrix Performance Level Low High Importance of Attribute to Customers Improve Maintain High Possible Overkill; Waste? Low Priority; Ignore? Low

  8. Segment 2 Segment 1 . Mini Cooper . Toyota Prius . Ford Taurus . Mazda Miata Segment 4 Segment 3 Perceptual Map Unique, Individuality, Personal Car Less cool, Practical, Functional, Boring Cool, Hip, Hot, Stylish Common Mass, People Car

  9. Diffusion of Innovation

  10. Product Decisions • Pioneering vs. Incremental • Fit • Cannibalization • Trading up vs. Trading Down • Network Externality • standardization

  11. Pricing Decisions Price based on financial considerations Price based on customers’ perceived value $0 Variable Cost Fixed Cost Profit Target $Infinity

  12. Communication (promotion) Decisions • What do I want to achieve? (Mission) (Objective) • How much should I spend? (Money) • Whom should I communicate with? (Market) • What should I say? (Message) (Copy) • Where and when should I place the advertisement? (Media) • How do we know the effectiveness of the advertisement? (Measurement)

  13. Distribution (place) Decisions • Channel levels • Channel alternatives • convenience, shopping, and specialty • intensive, selective, exclusive • Channel options • demand generation vs. fulfillment • Channel conflicts