Loading...

Practical Strategic Management by Eiichi “Eric” Kasahara

Practical Strategic Management by Eiichi “Eric” Kasahara

Author:Eiichi “Eric” Kasahara
Language: eng
Format: epub
Publisher: World Scientific Publishing Co. Pte. Ltd.
Published: 2013-07-14T16:00:00+00:00


Source: Kasahara (2013).

Figure 2.44. Marketing management integration of targeting and positioning.

Contingent Approach to Market Conditions

Marketing styles have been shifting from mass marketing to one-to-one marketing; this has been supported by technological developments in recent years, as markets are becoming more sophisticated and mature. Actually, a wide variety of choices and customized service options have been quite useful in differentiating from competitors in markets where customers have different and unique needs. An important issue in marketing decisions is to decide the extent to which there should be customization for each customer. The following points should be considered for selecting an appropriate marketing approach:

Customer distribution: Concentrated (limited number of large customers) vs. diverse (many small customers)

Needs quality: Homogeneous (similar needs) vs. heterogeneous (different needs)

If your business is situated in the upper-left area of Figure 2.45, where a large number of customers with similar needs exist, mass marketing would be an appropriate approach. In mass marketing, the process is simple; simply consider the market as a collection of customers who have homogeneous needs and prepare only one kind of positioning, and the set the marketing mix based on the positioning. If your business is in the lower-right area, where you have only a limited number of large sized customers who have unique needs, you should apply one-to-one marketing, which is to create unique solutions to each customer. For the upper-right area that comprises a relatively large number of customers who have different needs, segmentation marketing, which is to be proceeded through STP would be the appropriate approach.

The basic step in each style is as follows:

Segmentation marketing: Segmentation→Targeting→ Positioning+4Ps

One-to-one marketing: Targeting→Positioning+4Ps

Mass marketing: Positioning+4Ps



Download



Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.
Popular ebooks
Influence: The Psychology of Persuasion by Robert B. Cialdini(3771)
Man-made Catastrophes and Risk Information Concealment by Dmitry Chernov & Didier Sornette(3734)
The Miracle Morning by Hal Elrod(3360)
The Hacking of the American Mind by Robert H. Lustig(3064)
Pre-Suasion: A Revolutionary Way to Influence and Persuade by Robert Cialdini(2908)
Unlabel: Selling You Without Selling Out by Marc Ecko(2560)
Who Can You Trust? by Rachel Botsman(2483)
Kick Ass in College: Highest Rated "How to Study in College" Book | 77 Ninja Study Skills Tips and Career Strategies | Motivational for College Students: A Guerrilla Guide to College Success by Fox Gunnar(2452)
Hidden Persuasion: 33 psychological influence techniques in advertising by Marc Andrews & Matthijs van Leeuwen & Rick van Baaren(2365)
Purple Cow by Seth Godin(2354)
Ogilvy on Advertising by David Ogilvy(2127)
This Is Marketing by Seth Godin(2098)
The Marketing Plan Handbook: Develop Big-Picture Marketing Plans for Pennies on the Dollar by Robert W. Bly(2073)
The Power of Broke by Daymond John(2036)
I Live in the Future & Here's How It Works by Nick Bilton(2005)
The 46 Rules of Genius: An Innovator's Guide to Creativity (Voices That Matter) by Marty Neumeier(1996)
Draw to Win: A Crash Course on How to Lead, Sell, and Innovate With Your Visual Mind by Dan Roam(1985)
Building a StoryBrand by Donald Miller(1933)
Market Wizards by Jack D. Schwager(1892)
SEO 2018: Learn search engine optimization with smart internet marketing strategies by Adam Clarke(1849)