Hoofdstuk 6: Marktsegmentatie,
doelgroepbepaling en positionering
Marketing de essentie
Philip Kotler & Gary Armstrong
14e editie
ISBN: 978-90-430-3652-8
, Hoofdstuk 6: Marktsegmentatie, doelgroepbepaling en positionering
Inhoudsopgave
6.1 Marktsegmentatie ............................................................................................................................. 3
6.1.1 Segmentatiecriteria op de consumentenmarkt ......................................................................... 3
6.1.2 Segmentatie van B2B-markten................................................................................................... 3
6.1.3 Segmentatie van internationale markten .................................................................................. 3
6.1.4 Voorwaarden voor effectieve segmentatie ............................................................................... 3
6.2 Keuze van de doelgroep .................................................................................................................... 4
6.2.1 Marktsegmenten beoordelen .................................................................................................... 4
6.2.2 Doelmarkten selecteren ............................................................................................................. 4
6.3 Positionering om een concurrentievoordeel te behalen .................................................................. 5
6.3.1 Positioneringsdiagrammen ........................................................................................................ 5
6.3.2 Positioneringssstrategie kiezen .................................................................................................. 6
Veelvoorkomende positioneringsfouten ........................................................................................ 6
6.3.3 De gekozen positie over het voetlicht brengen en waarmaken ................................................ 6
6.4 Begrippenlijst..................................................................................................................................... 7
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