Segmentation, Targeting,

1
Segmentation, Targeting, Positioning Discussion
Questions ( Some Wrap Up)

• October 3 Class Topics Questions

2
Discuss

• What are the fundamental differences between
  business and consumer buyers?
• Are there similarities between business and
  consumer buyers, if so what are they?

3
Anderson and Narus Discuss

• Evaluate the statement.  The best way to get or
  keep a business customer is to be the lowest cost
  provider of the good or service.
• What does customer value mean in business
  markets?  How is customer value assessed in
  business markets?
• What is transparency?  How important is
  transparency in building customer value models?

4
Anderson and Narus Discuss

• What role does accounting play in building
  customer value models?
• Why are customer relationships important in
  building customer value models?
• How can the business market be segmented based
  upon customer value models?  How important do you
  think Anderson and Narus think mass customization
  is to business markets?  How is mass
  customization achieved?

5
Ghose and Lowengart -- Discuss

• How are brand positioning strategies developed?
• Why are positioning statements important?
• How do positioning statements relate to targeting
  decisions?

6
Ghose and Lowengart -- Discuss

• What are multi-dimensional scaling techniques?
• What do the authors mean when they say there is
  little work, however, that has tried to uncover
  the latent competitive market structure that
  exists in consumers mind?
• How are taste tests used?

7
Ghose and Lowengart -- Discuss

• What can we learn by using perceptual maps?
• What specifically can we learn from the
  perceptual map in Figure 1? How would you use
  this information in your marketing strategy? How
  would you positioning yourself in your Brand F?
  Brand C?
• Positioning statement framework and example
• To (target group and need) our (brand) is
  (concept) that (point-of-difference)
• Example To young, active soft-drink consumers
  who have little time for sleep, Mountain Dew is
  the soft drink that gives you more energy than
  any other brand because it has the highest level
  of caffeine.

8
Ghose and Lowengart -- Discuss

• What are preference maps and how are they
  developed?
• How can I use the information in preference
  mapping?
• How easy do you think it is to change a
  consumers ideal point?

9
Wind Technology Discuss

• What product does Wind Technology offer? What
  value does the product offer to the marketplace?
• Should Wind Technology compete in the HVPS
  market? Explore the advantages and
  disadvantages.
• Which segments should the company target?
• How should the company and its product be
  positioned?