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9 Cards in this Set
- Front
- Back
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strategy
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-find points of differentiation and explot them
-go after customers who can appreciate those differences |
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benefit segmentation
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-focus on customer needs/desires/frustrations
-realize that customers don't buy only product, but also an "experience" -perceptions matter more than physical reality |
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choosing segments
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-ability/efficiency to identify member and change behavior
-cost of implementation -fit with company |
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plan implementation
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must fit strategy and be mutually consistent/reinforcing
-4 P's |
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place implementation
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-motivate and align local franchises
-minimize potential for channel conflict -reward retailers -try to balance channel power |
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promotion implementation
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how to create awareness
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product implementation
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different options
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price implementation
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conjoint analysis
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conjoint analysis
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competitive scenario analysis: used to build a model of how consumers would respond to different identities and different sets of station attribute decisions
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