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1、1MarketingStrategy1MarketSegmentationTargetStrategyAmarketconsistsofpeopleganizationswithwantsmoneytospendthewillingnesstospendit.Howeverwithinmostmarketsthebuyerneedsarenotidentical.Therefeasinglemarketingprogramstartsw

2、ithidentifyingthedifferencesthatexistwithinamarketaprocesscalledmarketsegmentationdecidingwhichsegmentswillbepursuedadstargetmarkets.Marketingsegmentationenablesacompanytomakemeefficientuseofitsmarketingresources.Alsoita

3、llowsasmallcompanytocompeteeffectivelybyconcentratingononetwosegments.Theapparentdrawbackofmarketsegmentationisthatitwillresultinhigherproductionmarketingcoststhanaoneproductmassmarketstrategy.Howeverifthemarketiscrectly

4、segmentedthebetterfitwithcustomersneedswillactuallyresultingreaterefficiency.Thethreealternativestrategiesfingatargetmarketaremarketaggregationsinglesegmentmultiplesegment.Marketaggregationstrategyinvolvesusingonemarketi

5、ngmixtoreachamassundifferentiatedmarket.Withasinglesegmentstrategyacompanystillusesonlyonemarketingmixbutitisdirectedatonlyonesegmentofthetotalmarket.Amultiplesegmentstrategyentailsingtwomesegmentsdevelopingaseparatemark

6、etingmixtoreachsegment.2PositioningtheProductManagementsabilitytobringattentiontoaproducttodifferentiateitinafavablewayfromsimilarproductsgoesalongwaytowarddeterminingthatproductsrevenues.Thusmanagementneedstoengageinpos

7、itioningwhichmeansdevelopingtheimagethataproductprojectsinrelationtocompetitiveproductstothefirmsotherproducts.Marketingexecutivescanchoosefromavarietyofpositioningstrategies.Sometimestheydecidetousemethanonefaparticular

8、product.Hereareseveralmajpositioningstrategies:2.1PositioninginRelationtoacompetitFsomeproductsthebestpositionisdirectlyagainstthecompetition.Thisstrategyisespeciallysuitablefafirmthatalreadyhasasoliddifferentialadvantag

9、eistryingtosolidifysuchanadvantage.TofendoffrivalmarkersofmicroprocesssIntelCp.launched3RevisionActwhichtookeffectin1989istendedtostrengthenthetheregistrationsystemtothebenefitofU.S.Firms.Fsellersbrscanbepromoted.Theyare

10、easilyrecognizedwhendisplayedinasteincludedinadvertising.Bringreducespricecomparisons.Becausebrsareanotherfactthatneedstobeconsideredincomparingdifferentproductsbringreducesthelikelihoodofpurchasedecisionbasedsolelyonpri

11、ce.Thereputationofabralsoinfluencescustomerloyaltyamongbuyersofservicesaswellascustomergoods.Finallybringcandifferentiatecommodities(SunkistangesMtonsaltDominosugarfexample).3PricingPricingisadynamicprocessCompaniesdesig

12、napricingstructurethatcoversalltheirproducts.Theychangethisstructureovertimeadjustittoaccountfdifferentcustomerssituations.Pricingstrategiesusuallychangeasaproductpassesthroughitslifecycle.Marketersfaceimptantchoicewhent

13、heynewproductpricingstrategies.Thecompanycandecideononeofseveralpricequalitystrategiesfintroducinganimitativeproduct.Inpricinginnovativeproductsitcanpracticemarketskimmingpricingbyinitiallysettinghighpricesto“skim“themax

14、imumamountofrevenuefromvarioussegmentsofthemarket.itcanusemarketperationpricingbysettingalowinitialpricetowinalargemarketpaniesapplyavarietyofpriceadjustmentstrategiestoaccountfdifferencesinconsumersegmentssituations.One

15、isdiscountallowancepricingwherebythecompanydecidesonquantityfunctionalseasonaldiscountsvaryingtypesofallowances.Asecondstrategyissegmentedpricingwherethecompanysellersaproductattwomepricestoallowfdifferencesincustomerspr

16、oductslocations.Sometimescompaniesconsidermethaneconomicsintheirpricingdecisionsusepsychologicalpricingtocommunicateabouttheproductsqualityvalue.Inpromotionalpricingcompaniestemparilyselltheirproductbellowlistpriceasaspe

17、cialeventtodrawmecustomerssometimesevensellingbelowcost.Withvaluepricingthecompanyoffersjustthenightcombinationofqualitygoodserviceatafairprice.Anotherapproachisgeographicalpricingwherebythecompanydecideshowtopricedistan

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