Marketing communication planning

5 important questions on Marketing communication planning

What is it called when a marketer selects a number of target groups?

Targeting

What is a core element of the marketing strategy?

Positioning

What kind of segmentation divides its market into segments referring to product or brand preferences?

Behavioural segmentation
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What are the 5 basic types of targeting strategies?

Concentration on one segment (one product per company)
selective specialisation (number of segments)
product of specialisation (1 product)
market specialisation (one market segment)
full market coverage (try to target all groups with all products)

What are the 3 positioning mistakes a company can make?

1. Under positioning: fails to make a clear differentiation with competitors.
2. Over positioning: extreme positioning will reduce consumers.
3. Confusing positioning: inconsistent communication and choice confuses the customer.

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