Marketing: An Introduction (14th Edition) Gary Armstrong Chapter 6: Customer Value Marketing Strategy Part II
Read the chapter and answer the following questions
1 Define each of the following market targeting methods:
Undifferentiated marketing: [examples would be utilities such as tap water and electricity]
definition:
Differentiated marketing:
definition:
examples:
Concentrated marketing:
definition:
examples:
Micro marketing
definition:
examples:
Individual marketing
definition:
examples:
2 Define product position.
3 Define competitive advantage.
4 Define value proposition.
5 Analyze the car industry and determine how it segments the market. For each factor, list the relevant segments resulted from segmenting based on that factor and give a brand or brands as examples for that segment.
For example, when we use gender to segment the clothing market, it leads to two segments: male (e.g., Calvin Klein) and female (eg. Victoria’s Secret)
Geographic
Demographic
Income
Occupation
Stages in family cycle
Psychographic
Status-conscious
Outdoorsy
Economy-minded
Environmentalists
Behavioral
Benefits sought
