| Unit 2 Segmenting, Targeting, Positioning and Creation of Value in the context of Strategic Marketing: {Book} | |
| Segmentation: Essence of segmentation | VIEW |
| Factors to be considered while Segmenting | VIEW | VIEW |
| Key Segmenting Principles: Relevance, Similarity, Exclusivity | VIEW |
| Identifying Target Customers | VIEW | VIEW |
| Factors to be Considered while Targeting | VIEW |
| Targeting Strategies: One for all strategy, one for each strategy | VIEW |
| Strategic Targeting Criteria: Target Attractiveness, Target Compatibility | VIEW |
| Essential Strategic assets for Target compatibility: Business infrastructure, Collaborator networks, Human capital, intellectual property, Strong brands, established customer base, synergistic offerings, access to scarce resources and capital | VIEW |
| Creating Customer Value through Positioning | VIEW |
| Role of Strategic positioning | VIEW |
| Strategic Positioning options: The Quality option, Value option, The Pioneer, A Narrow Product focus, Target Segment Focus | VIEW |
| Strategies for Creating Superior customer value | VIEW |
| Creating Company Value: Understanding Company Value: Monetary, functional and psychological value | VIEW |
| Strategically managing profits: Increasing sales revenue-through volume, optimizing price, Lowering costs | VIEW |
| Creating Collaboration Value: Meaning of Collaborators, Collaboration as Business process, Advantages and Drawbacks of Collaboration | VIEW |
| Levels of Strategic Collaboration: Explicit, Implicit | VIEW |
| Alternatives to Collaboration: Horizontal and Vertical integration, Managing collaborator relations | VIEW |
| Gaining Collaborator power: Offering Differentiation; Collaborator size, Strategic importance, Switching costs | VIEW |