Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
5 Cards in this Set
- Front
- Back
|
Market targeting strategy
|
1) Identifying and analyzing the segments in a product-market
2) Deciding which segment(s) to target 3) Designing and implementing a positioning strategy for each target 2 categories: segment targeting vs product differentiation targeting |
|
|
Factors influencing targeting
|
1) Stage of product-market maturity
2) Extent of diversity in buyer value requirements 3) Industry structure 4) The firm’s capabilities and resources 5) Opportunities for gaining competitive advantage |
|
|
4 Life cycle stages
|
Emerging-Introductory
Growing Mature Declining |
|
|
Product-market environments influenced by:
|
The extent of concentration of competing firms
The stage of maturity Exposure to international competition |
|
|
2 types of emerging markets
|
- A totally new product-market
- A new product technology entering an existing product-market |
