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Tomorrow’s Meeting Wednesday, October 18th @ 6pm in Bexell 321

Tomorrow’s Meeting Wednesday, October 18th @ 6pm in Bexell 321. What’s Going On: All sorts of cool things!. Characteristics of Products that Affect the Rate at Which They Diffuse. Relative Advantage Divisibility/Trialability Communicability Compatibility Complexity.

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Tomorrow’s Meeting Wednesday, October 18th @ 6pm in Bexell 321

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  1. Tomorrow’s Meeting Wednesday, October 18th @ 6pm in Bexell 321 What’s Going On: All sorts of cool things!

  2. Characteristics of Products that Affect the Rate at Which They Diffuse • Relative Advantage • Divisibility/Trialability • Communicability • Compatibility • Complexity

  3. Market Segmentation, Targeting, and Positioning

  4. Basic Terms: You’ve seen these before! • Segmentation • WSJ (10/16/06): BiDil the first drug authorized for use by a single racial group (African-Americans) • Targeting • Airlines: What is good service? • Market Positioning • A&F • BB

  5. Segmentation Opportunities

  6. Common Means of Segmentation • Geographic • OSU: Where do you come from? • Demographic • Age and lifecycle • Gender • Income • Psychographic

  7. Common Means of Segmentation • Behavioral • Occasion • Benefits • Usage Rate (heavy half)

  8. Effective Segmentation Requires • Measurable • Accessible • Substantial • Differentiable • Actionable

  9. Selecting Market Segments: Targeting • Undifferentiated/Mass Marketing: Coca Cola? • Differentiated/Segmented: Liz • Classic: Crazy Horse, Liz Claiborne, Emma James • Modern: Axcess, Clairborne, Juicy Couture, Kenziegirl • Relaxed: Sigrid Olsen, J.H. Collectibles • Denim/Streetwear: DKNY Jeans, Enyce, Lucky Brand Jeans • Concentrated/Niche Marketing • Tesla at only $89,000+

  10. Selecting Market Segments: Targeting • Micromarketing: Tailored to Individuals or Locations • Local Marketing: Newspaper Editions • Individual Marketing/One-to-One • Marriott • Dell: Customerization

  11. Positioning For Competitive Advantage • Perceptual Mapping: Product Attributes

  12. Positioning Statement • To (target segment and need) our (brand) is (concept) that (point of difference) • To college students who desire a career in marketing, the OSU marketing program offers a degree that…

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