Terry Bevis

CIM Kent Branch

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=2pnsZm9QS90TcM&tbnid=abUrZxCR8I-jzM:&ved=0CAUQjRw&url=http://www.kent.ac.uk/cewl/&ei=STGpU6uGIYja0QWK74GIDg&bvm=bv.69620078,d.d2k&psig=AFQjCNH7qoobKNvUGPLD4dCGxl03FPuUHw&ust=1403683363770153

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.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=0nyv03WookGrRM&tbnid=kwpsnJ_IZdcEiM:&ved=0CAUQjRw&url=http://bestofthe80s.wordpress.com/2010/05/19/pound-puppies/&ei=W1epU5qgOMXC7Aax7oCoCw&bvm=bv.69620078,d.ZGU&psig=AFQjCNGYBGfBmL0_UwyhHh8aBp5As5RvsA&ust=1403693258695943

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=5hkkMQm5DUDH0M&tbnid=UOPmYDl-P7-xQM:&ved=0CAUQjRw&url=http://www.housewareslive.net/products/product.asp?id=2016&ei=k1qpU9XlLeqv7AaWrIAo&bvm=bv.69620078,d.ZGU&psig=AFQjCNHDkYVmw5Fe6lF4fnDdyY0ED02B1g&ust=1403694087812780

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

/