Marketing Taille et offres de marché

Marketing

1)Market Size and Offerings

Market size : - Interest (Volume)

- Income (Value)

Marketing Offerings :

- Competitors

- Distribution

- Our company

2) Consumer Demand

- Initiator

- Influencer

- Decider

- Buyer

- User

Different Market Types

- Product Market : - Very Similar Needs (Thirsty for soft drinks)

- Very close substitutes (Coke vs. Pepsi)

- Generic Market : - People with broadly similar needs (social)

- Diverse Ways of Satisfying (restaurant, movies)

3) Market Environment

Things to remember:

Marketing Analysis:

- Internal Analysis:

o Performance & Resources

o Image

o Current Strategies

- External Analysis:

o Environment (Micro & Macro)

o Clients & Other Publics

o Competitors

Criteria for Segmentation

Substantiality: Segment must be large enough to warrant a special marketing mix

Identifiability and Measurability: Segments must be identifiable and their size measurable

Accessibility: Members of targeted segments must be reachable with marketing mix.

Responsiveness: Unless segment responds to a marketing mix differently, no separate treatment is needed

Criteria for a GOOD Segmentation

Homogenous within: Members are similar

Heterogeneous between: outsiders differ (choose the best)

Substantial: large enough for profit (Ned Flanders)

Operational: Workable (Identify Then access)

Bases for Segmenting Markets

Geography Demographics Psychographics Benefits Behaviors

- Region

- Market Size

- Market Density

- Climate - Age

- Gender

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