Slide 2:
1.Types of Market Targeting
2.Marketing Mix Learning Objectives
Slide 3:
Single Segment
Concentration Volkswagen—small cars
Porsche----sports car
Can be Risky at Times M1 M2 M3 P1
P2
P3
Slide 4:
SELECTIVE
SPECIALIZATION No of Segments
Type Of Cars
Risk is divided M1 M2 M3 P1
P2
P3
Slide 5:
PRODUCT
SPECIALIZATION Several Segments
Microscope-colleges, labs M1 M2 M3 P1
P2
P3
Slide 6:
MARKET
SPECIALIZATION Particular Customer Group
Different Products to LPU
Books, labs, Computers, sports goods. M1 M2 M3 P1
P2
P3
Slide 7:
FULL MARKET
COVERAGE General Motors-Cars for
every purse,purpose and
personality M1 M2 M3 P1
P2
P3
Slide 8:
MARKETING
MIX PRODUCT
Variety
Quality
Design
Features
Brand
Packing
Sizes
Services
Warranties
Returns PRICE
List price
Discounts
Allowances
P. Period
Credit terms PROMOTION
Sales
Advertising
Sales force
P.R,S
Direct mktg PLACE
Channels
Coverage
Assortments
Locations
Inventory
Transport
Slide 9:
Four P,s Four C,s PRODUCT
PRICE
PLACE
PROMOTION CUSTOMER SOL.
CUSTOMER COST
CONVENIENCE
COMMUNICATION
The Four P’s of Marketing :
The Four P’s of Marketing
Product :
Product
The Product Life Cycle :
The Product Life Cycle Time Revenue
Slide 13:
Place
Price :
Price
Promotion :
Promotion