文档介绍：Marketing Strategy and Planning IV & V Market Segmentation Focus Generic Strategy
Marketing Strategy and Planning : IV & V
Market Segmentation : Focus Generic Strategy
Review of Last Session/Housekeeping
New Developments
Strategic Pathway Overview
Market Choices
Market Segmentation and Targetting
Market Attractiveness
Market Position
Video case Exercise
Continued next week
Michael Porter petitive Advantage
Cost Leadership
Differentiation
Focus
S3>..
S tuck
I n
T he
M iddle
The Strategic Pathway1
Market Choices
Market Definition
Market Segmentation
Market Attractiveness
Market Position
Market
Mission
Competitive Diffrentiation
The Value Proposition
Marketing Assets and Brands
The Key
Relationships
4Cs ?? Customers
?? Competitors
?? Collaborators
?? Co-Workers
1Piercy, N, (1997), Market-Led Strategic Change,
Butterworth Heinemann, pp 146-147
Segmenting Consumer markets
Four Basic Criteria (. Jobber uses 3 Criteria)
Demographic
Geographic
Psychographic
Usage Related
One of Britain’s most popular radio presenters is one of the stars who will be broadcasting on Saga’s new radio station for the East Midlands.
‘Diddy’ David Hamilton will be taking the helm of the Afternoon Show (1-4pm) on SAGA and will also host a Million Sellers programme on Saturday lunchtime (12-2pm) which will only feature hits which have sold over a million copies.
SAGA will go live to the region at 7am on Tuesday February 11th 2003.
Says David: “Radio for people aged 50 and over is something new on the airwaves and I am delighted to be one of the pioneers and part of the launch team at SAGA .”
The station will feature easy listening and melodic music from the 40s, 50s through to today as well as news, information and lifestyle oriented speech.
As well as Diddy David, the station will feature a strong line up of presenters that are familiar to listeners in the East Midlands. They include ‘Big Jo