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13 Cards in this Set
- Front
- Back
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assessing growth opportunities
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intensive
intregrative diversification |
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customer focused vale proposition
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result of successful positioning.
cogent reason why target market should buy the product. |
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POPs
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category POP
competitive POP |
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3 consumer criteria for PODs
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relevance
distinctiveness believability |
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3 delivery criteria
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feasibiliy
communicability sustainability |
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differentiation strategies
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product
personnel channel image |
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benefit segments
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road warriors
generation f true blues homebodies price shoppers |
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5 criteria for favorable market segments
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measurable
sustainable accesible differentiable actionable |
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5 patterns of market selection
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single segment concentration
selective specialization product spec. market spec. full market coverage |
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market partitioning
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investigates hierarchy of attributes consumer examine in choosing brands
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value delivery process
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choosing a value
providing a value communicating a value |
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3 Vs
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value segment
value proposition value network |
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hollistic marketing
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value exploration
value creation value delivery |
