Chapter 3. Focusing Marketing Strategy with Segmentation and Positioning. When You Finish This Chapter, You Should: 1. Understand why marketing strategy planning involves a process of narrowing down from broad opportunities to a specific target market and marketing mix. | I Text Perreault-McCarthy Basic Marketing A Global-Managerial Approach 14 e 3. Focusing Marketing Strategy with Segmentation and Positioning The McGraw-Hill Companies 2002 1 When You Finish This Chapter You Should 1. Understand why marketing strategy planning involves a process of narrowing down from broad opportunities to a specific target market and marketing mix. 2. Know about the different kinds of marketing opportunities. 3. Understand why opportunities in international markets should be considered. 4. Know about defining generic markets and product-markets. 5. Know what market segmentation is and how to segment product-markets into submarkets. 6. Know three approaches to market-oriented strategy planning. 7. Know dimensions that may be useful for segmenting markets. 8. Know what positioning is and why it is useful. 9. Understand the important new terms shown in red . Chapter Three Focusing Marketing Strategy with Segmentation and Positioning Polaroid desperately needed a profitable new opportunity. For several years the firm had been losing money. The objective of the new top executive was to make Polaroid profitable again and soon. That was a needed first step for Polaroid to be able to compete longer term. Polaroid got its start with a breakthrough invention. Its instant picture cameras and films were unique and met the needs of different groups of customers. Parents wanted to immediately send pictures of the new baby to grandparents. Realtors needed photos of just-listed homes for clients. Colleges had to make IDs quickly and insurance adjusters had to document auto accidents. Over time however Polaroid faced competition for other types of goods and services. Convenient one-hour photo lab services place promotion price produc I Text Perreault-McCarthy Basic Marketing A Global-Managerial Approach 14 e 3. Focusing Marketing Strategy with Segmentation and Positioning The McGraw-Hill Companies 2002 eras as clunky holdovers from the past. Besides picture .
