Essay about Marketing: Marketing and Guerrilla Advertising Guerrilla

Submitted By crystal900419
Words: 780
Pages: 4
Open Document
1. Define the four major steps in designing a customer-driven market strategy: market segmentation, market targeting, differentiation, and positioning.

Market segmentation is the process that companies use to divide large heterogeneous markets into small markets that that can be reached more efficiently and can be reached more efficiently and effectively with products and services that match their unique needs their unique needs. It is the process of dividing a market into distinct groups of buyers on the basis of needs, characteristics, or behavior. Segmentation allows the company to better allow the company to better satisfy the needs of its customers. When segmentation is done right, you get the highest return for your marketing expenditure.

Market targeting involves:
Evaluating market segments: Consider segment size and growth, segment structural attractiveness, and company objectives and resources.
Selecting target market segments: Alternatives range from undifferentiated marketing to micromarketing
Being socially responsible

Product Positioning: Developing a specific marketing mix so that consumers can perceive meaningful differences between a brand and competing brands (i.e., product differentiation). -It involves implanting your brand’s unique benefits in customers’ minds
Product position: The way the product is defined by consumers on important attributes - the place the product occupies in consumers’ minds relative to competing products.

Product Differentiation can be based on:
Products: some +ve product attributes or benefits – performance, reliability, safety, durability, etc.
Safety (Volvo), BMW (Performance), Rockfort shoes (Comfort), Subway (Eat fresh),Walmart (Rock bottom prices), Aspirin (Good for your heart), Whirpool dishwashers (quieter), Cheer (color protection)
Services: some +ve service features – Friendly service, convenient service, prompt service, …
Channels: some advantage relating to the distribution method Dell & Amazon.com (High-quality direct selling approach)
People: well-trained employees
Singapore Airline (Courteous, competent flight attendants), Disney theme parks (Friendly, upbeat, helpful employees)

3. a) Marketers can position brands at any of three levels: 1). Product attributes: reliability, safety, mileage/gallon 2). Benefits: reliable, safe, low gas consumption 3). Tap into emotions – Create a positive emotion around the brand b) The battle of the brands: The competition between retailers’ and manufacturers’ brands c) . Licensed brand e.g., Disney, Nickelodean characters (The Little Mermaid, Lion King characters, Sponge Bob, Rugrats characters), well-known brand names (Tommy Hilfiger, Calvin Kline, Sunkist, Playboy), celebrity names … manufacturers pay fee to use d) Brand extensions: Occurs when a company introduces a new product in a new product category with the existing brand name. A successful brand name helps brand extensions.
e) Line extensions: Occurs when a company introduces additional items in a given product category under the same brand name - minor changes to existing products.

4. Good-value pricing
1).-Offers the right combination of quality and good service at a fair price -Existing brands are redesigned to offer more quality for a given price or the same quality for fewer prices
Everyday low pricing (EDLP): involves charging a constant everyday low price with few or no temporary price discounts High-low pricing: involves charging higher prices on an everyday basis but running frequent promotion to lower prices temporarily on
Show More

Related Documents: Essay about Marketing: Marketing and Guerrilla Advertising Guerrilla

Essay about Accounting: Marketing and Power Guerrilla Marketing

are being established , it is hard for marketers to get their brand known by consumers. This problem allows marketers to establish new tactics and develop Guerrilla Marketing. Guerrilla Marketing is simply using multiple marketing strategies, conceptual way of thinking, creativity, high energy, and large amount of imagination. Guerrilla Marketing overall goal is to make the consumers surprise and develop a strong impression that creates a social buzz with consumers. When social buzz is form , word…

Words 627 - Pages 3

marketing map Essay

marketing-map.co.uk The Marketing Map twitter.com/TheMMap B2B CM 2011 | Original design by Jeremy Waite PUBLIC RELATIONS EXHIBITIONS PRESS RELEASES TV STORIES CONFERENCES MEDIA RELATIONS AWARDS iPLAYERS PRODUCT PLACEMENT COMMENT & OPINION LIVE SEMINARS VIDEO CONTENT PLACED ARTICLES YOUTUBE PUBLIC SPEAKING LIFE CASTING REVIEWS CORPORATE SOCIAL RESPONSIBILITY FILE SHARING RSS CASE STUDIES VIDEO CONFERENCING CINEMA…

Words 415 - Pages 2

Essay about Introduction To Branding

Introduction to Branding Teacher: Miss C Rawlinson December 28, 201 4 WALT WILF • Understand the importance of colour. • Correct completion of Task 2 & 3. • Using creativity when designing. • Effective bag design (Task 4). • Know what different opportunities there are to advertise and brand a company. • Discussion about Ambient and Stunt Media. Miss C Rawlinson TASK 1 You have 5 minutes Name all the brands on the sheet. Miss C Rawlinson T A S K 1 Miss C Rawlinson Choose the right…

Words 471 - Pages 2

Exam 3 Essay

Exam 3 MBA 625 Dr. Dandeo 1) Discuss the impact of blogs and online social networks on companies and how companies should respond? Blogs and social networks have become a huge part of the reputation companies build, the marketing process, as well as platforms for consumers to discuss companies products. Blogs and online social networks have several pros and cons, which are associated to them with the company in mind. Social networking includes sites that are web-based and…

Words 1037 - Pages 5

Essay on Viral Marketing and E-commerce Strategy

within it. at all times customer considerations should come first, making sure they will enjoy their experience of using the site, find it easy to navigate and use and hopefully make purchases, perhaps also returning again to buy more products and advertising your site by word of mouth to their family and friends. . Style An e-commerce site is an extension of a business, no matter whether it tades in a traditional store or purely online. Most businesses will have a logo and a colour scheme, possible…

Words 1825 - Pages 8

Marketing Communication Report: Global Integrated Marketing Communications Report

INDIVIDUAL ASSIGNMENT BRIEF Global Integrated Marketing Communications Report (40%) Due: Wednesday, October 22nd, 5:00PM. Individually, you will need to create an Integrated Marketing Communications Report for a nominated product or service of your choice that has been approved by your Lecturer. Your report will include current marketing communications analysis as well as future recommendations. REPORT SECTIONS: Executive Summary (1 page) 1. Introduction - Product/service snapshot. (1 page)…

Words 746 - Pages 3

Essay Marketing Industry in Egypt

Marketing Industry in Egypt Overview: This report aims at giving a brief picture about the “Marketing” Industry in Egypt, the different practices used by the companies, and the changes that are happening in the industry throughout time; with a special focus on the IT marketing. First an overview of “marketing” in general will be given to introduce the basic concepts, various types of marketing tools and channels that are commonly used, and the different agencies working in the marketing fields…

Words 4120 - Pages 17

Essay about Natureview Farm Case Analysis

Natureview Farm Case Analysis Ruoyu Wen Marketing Fundamentals Prof. Joan Crooker Summer 2015 Natureview is a company that makes yogurts. However, there is a new challenge at present which is the company want their revenues grow to 50%, and we must help the company choose the best plan. There are some elements that have contributed to Natureview’s success. Natureview is the leader of the nature food channel. It has strong relationships with retailers, and these retailers all trust its products are…

Words 833 - Pages 4

How to conjoint Essay

magazine, see Marketing (magazine). Marketing Key concepts Product marketing Pricing Distribution Service Retail Brand management Brand licensing Account-based marketing Ethics Effectiveness Research Segmentation Strategy Activation Management Dominance Marketing operations Social marketing Identity Digital marketing Promotional contents Advertising Branding Underwriting spot Direct marketing Personal sales Product placement Publicity Sales promotion Sex in advertising Loyalty marketing Mobile marketing…

Words 2564 - Pages 11

Avioural Model Of The AIDA Model In Advertising

well as leads the consumer to covet and eventually action (Hackley, 2005). This model was created in 1925 by Elias. St. Elmo Lewis, who was an American advertising as well as sales pioneer (Suggett, 2017). AIDA stands for attention, interest, desire, and action, this four stage that marketers use to convince the consumers as well as achieve marketing goals (BusinessTopia.com, 2017). The first stage of AIDA model is attention, which is also known as awareness. It is frequently disregarded by most promoters…

Words 701 - Pages 3