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5 Cards in this Set
- Front
- Back
Market targeting strategy
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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 |
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Factors influencing targeting
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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 |
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4 Life cycle stages
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Emerging-Introductory
Growing Mature Declining |
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Product-market environments influenced by:
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The extent of concentration of competing firms
The stage of maturity Exposure to international competition |
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2 types of emerging markets
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- A totally new product-market
- A new product technology entering an existing product-market |