18 Jun HOW THE MARKETING MIX SUPPORTS A PART
HOW THE MARKETING MIX SUPPORTS A PARTICULAR POSITIONING STATEMENT
September 20, 2018Posted by: kajo No Comments
Satisfaction: repeat purchase, likely to have some as loyal customer
More customers growing dissatisfied with banks.
6.5 How do consumers dispose of this product after its usage? Chapter 7: suggest how customers can dispose the product (e.g. recycling) Slide 10.
6.6 Loyalty- Do potential segments differ in their loyalty to the existing product? Are brand-loyal purchases encouraged? How? REFER TO 3.2: you need to explain how likely this potential segment (e.g. elderly) would use the product and become a loyal customer slide 23 chapter 7, at least 2 relationships.
10 general articles at google scholars (MUST BE REAL article, find from year 2000 onwards)
Marketing Strategy Section 7 600 words; you need to compare the chosen brand (Toshiba) and the main competitor (LG)
7.1 Compare the marketing approach of your chosen and a competitor’s product. On the basis of your research, explain:
– How the firm’s (Toshiba) current marketing strategy can account for the product’s success, and
– How the marketing mix supports a particular positioning statement
This can be done in terms of comparing:
Marketing mix approach
Product – What characteristics of the physical product and or service appeal to how the product is positioned for each segment? Is the product considered an innovation? What characteristics could possibly impede rapid diffusion?
Price – Is price considered an important evaluative criterion? How readily would this segment respond to price reductions? Is price relevant as an indicator of status?
Promotion –What values are important for each segment that can be used in a communication strategy? What media is currently used? How effective do you believe is this strategy?
Place- Do the different segments have differing requirements of the distribution system? What type of distribution system is consistent with the lifestyle(s) of each segment?
Start with a table to compare the 4Ps of the two brands (stated above – answer as many questions as possible); then use the information from the table to answer the first two questions
Toshiba LG
Product Product – What characteristics of the physical product and or service appeal to how the product is positioned for each segment? Is the product considered an innovation? What characteristics could possibly impede rapid diffusion? Product – What characteristics of the physical product and or service appeal to how the product is positioned for each segment? Is the product considered an innovation? What characteristics could possibly impede rapid diffusion?
Price Price – Is price considered an important evaluative criterion? How readily would this segment respond to price reductions? Is price relevant as an indicator of status? Price – Is price considered an important evaluative criterion? How readily would this segment respond to price reductions? Is price relevant as an indicator of status?
Promotion Promotion –What values are important for each segment that can be used in a communication strategy? What media is currently used? How effective do you believe is this strategy? Promotion –What values are important for each segment that can be used in a communication strategy? What media is currently used? How effective do you believe is this strategy?
Place Place- Do the different segments have differing requirements of the distribution system? What type of distribution system is consistent with the lifestyle(s) of each segment? Place- Do the different segments have differing requirements of the distribution system? What type of distribution
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