Page 148 - E1 Integrated Workbook STUDENT 2018

Chapter 11

Overview

 Market
segmentation

 Targeting

 Positioning

The Market The
market Segmentation, research marketing
planning targeting and mix
positioning
process

THE MARKET

PLANNING PROCESS
AND THE
MARKETING MIX

Product Place Pricing Promotion Big Data

 Product portfolio  Factors  The promotion mix

 The product life-cycle influencin  New forms of
g price – marketing
 Product portfolio theory – the 3Cs
the BCG matrix  Pricing communication
 Stages in product strategies  Postmodern
marketing
development
 Digital marketing
 Branding

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