6 Target market (P.210)Target market is a set of buyer sharing common needs or characteristics that the company decides to serve.
7 Market Segmentation Target marketing strategies (P.210) Undifferentiated(mass)marketingDifferentiated(segmented)marketingConcentrated(niche)marketingMicro-marketing(local or individualMarketing)TargetingnarrowlyTargetingbroadly
8 Undifferentiated) ( Mass) marketing （无差异营销） A market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer .Differentiated ( Segmented ) marketing （差异营销）A market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each.
13 Micro-marketing (精细营销）(P.212) The practice of tailoring products and marketing programs to suit the the tastes of specific individual and locations.(includes local marketing & individual marketing).Individual-marketing (定制营销）(P.213)Tailoring products and marketing programs to the needs and preferences of individual customers-also labeled ‘markets-of-one marketing’ ,‘one-to-one marketing’ and ‘one-to-one marketing’.
14 The Factors of Choosing a Market-Coverage Strategy (P.214) 1.Company resources;2.Product variability;3.Product’s stage in the life cycle4. Market variability ;5. Competitors’ marketing strategy.
15 Market Positioning Product position (P.216) The way the product is defined by consumers on important attributes ——the place the product occupies in consumers’ minds relative to competing products。
16 Choosing a positioning strategy (P.218-220) the rightcompetitiveAdvantageSelecting anOverallPositionStrategyIdentifyingpossibleCompetitiveAdvantage
18 How many differences to promote ? Which differences to promote? Choosing the right competitive advantagesHow many differences to promote ?Which differences to promote?Important(重要）Distinctive（特色）Superior(领先）Communicable(沟通） Preemptive(独有）Affordable(可购） Profitable(有利）
19 Selecting a overall positioning strategy(P.221) Value proposition:The full positioning of a brand — the full mix of benefits upon which it is positioned.
20 Possible value propositions（P.221） PriceMoreThe sameLessMoreformorefor thesamelessThe sameLess formuchMoreBenefitsThe sameLess
21 Positioning statement (P.224) A statement that summarizes company or brand positioning – it takes this form:To (target segment and need)Our (brand)Is (concept)That (point-of-difference)
22 Communicating & delivering the chosen position CompanyTargetcustomerChosen positionProduct, Price, Place, PromotionDelivering