Post on 15-Jan-2015
description
transcript
Terry Bevis
CIM Kent Branch
Segmentation/Targeting Strategies
Marketing mix
Marketing mix 2
Firm
The market
Segment 2
Customer
a) Undifferentiated strategy
b) Differentiated strategy
c) Concentrated strategy
d) Customised strategy
Marketing mix
Segment 2Marketing mix 1
Marketing mix 3
Segment 1
Segment 3
Adapted from: Brassington and Pettitt (2000)
NOISE NOISE
SENDER RECEIVERENCODE
NOISE
DECODE
NOISE
CHANNEL
FEEDBACK
Opinion formers Opinion Leaders
NuisancePro
ject
, Pro
toty
pe, Pro
posi
tion, Pro
posa
l, P
roduct
, Pri
ce, Pla
ce,
Pro
moti
on
NOISE NOISE
RECEIVER SENDERDECODE
NOISE
ENCODE
NOISE
CHANNEL
FEEDBACK
Opinion formers Opinion Leaders
Intuitive selection
Nuisance
Nuance
Alt
era
tion, A
dju
stm
ent,
Am
endm
ent,
Acc
ola
de, A
dvic
e, A
nsw
er,
A
ttit
ude
They really must offer a better range of catering
at football stadia
http://www.slideshare.net/fullscreen/creax/thinking-outside-the-boxpart-one/6
Nothing New
Glastonburyhttp://www.glastonburyfestivals.co.uk/line-up/line-up-2014/
Create content that people will be genuinely interested in responding to.
Analyse their responses to your content, and others’ content.
Look at the implications for your marketing mix approach.
Consider the impact of your response to your brand integrity.
Are you being true to your brand ‘message’?
How unique is your theme, within your sector?
Successful marketing strategies need to take into account the powerful influence that onlineresearch has on decisions that consumers make. Clive Reddihough (CIM Chair – Kent Branch) southeastbusiness.com June 2014
Thank you for listening
Any Questions?
http://www.yell.com/biz/village-hotel-and-leisure-club-maidstone-3688591
/