31 Occasion Segmentation Coca-Cola’s “Good Morning” campaign attempts to increase Coke consumption by promoting the soft drink as an early morning pick-me-up.
32 Loyalty StatusBuyers can be divided into groups according to their degree of loyalty.Consumers can be loyal to brands, stores, and companies.“Mac Fanatics”—fanatically loyal Apple users are at the forefront of Apple’s empire
42 Concentrated Marketing (p.204) A firm goes after a large share of one or a few segments or nichesCan fine-tune (調整) its products, prices, and programs to the needs of carefully defined segmentsNote to Instructor: Niching lets smaller companies focus their limited resources on serving niches that may be unimportant to or overlooked by larger competitors. Many companies start as nichers to get a foothold against larger, more-resourceful competitors and then grow into broader competitors. For example, Southwest Airlines began by serving intrastate, no-frills commuters in Texas but is now one of the nation’s largest airlines. Today, the low cost of setting up shop on the Internet makes it even more profitable to serve seemingly miniscule niches. Small businesses, in particular, are realizing riches from serving small niches on the Web.
55 Multiple Differences Can Succeed (補充) Marketing in ActionMultiple Differences Can Succeed (補充)Unilever successfully positioned its best-selling Lever 2000 soap on the basis of three benefits:Cleansing Deodorizing Moisturizing
56 Positioning Errors (補充) Underpositioning (定位不足):Failing to really position the company at all.絲逸歡、崁妮Overpositioning (定位過度):Giving buyers too narrow a picture of the company.女人專用的水—鐵加鈣Confused Positioning (定位混淆):Leaving buyers with a confused image of a company.蠻牛=小男人專用的飲料、小虎咖啡
75 Developing a Positioning Statement (補充)To (target segment and need) our (brand) is a (concept) that (point-of-difference).“To busy mobile professionals who need to always be in the loop, Blackberry is a wireless connectivity solution that allows you to stay connected to day, people, and resources while on the go, more easily and reliably than the competing technologies.”