lever selection
- segment market
-select target-these people are the ones in which you will be spending all your research marketing money
- positioning- where you gain competitive advantage and offer value to customer
YOU CAN’T GO ANYWHERE WITHOUT THIS!!
Principle for marketplace matrix design
-which lever should be used?
- choose levers to affect a change
-determine which levers have the most leverage
- consider barriers to advancement
- consider the medium’s effect on desired behavior
- level of involvement matters
- undrstanding consumer learning trends
- credibility of the channel matters
- the choice of levers must be sonsistent with positioning choice
- the medium can be the message of the product
- The matrix design must be adaptable
- You msut advertise wher potential consumers are
- Where ads take place?- you need to have consistance