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Marketing or product differentiation is the process of describing the differences between products or services, or the resulting list of differences. This is done in order to demonstrate the unique aspects of a firm's product and create a sense of value. Marketing textbooks are firm on the point that any differentiation must be valued by buyers ...
Diversification (marketing strategy) Diversification is a corporate strategy to enter into or start new products or product lines, new services or new markets, involving substantially different skills, technology and knowledge. Diversification is one of the four main growth strategies defined by Igor Ansoff in the Ansoff Matrix: [1] Products.
Strategic Grid Model • Strategy map • VRIO. v. t. e. The Ansoff matrix is a strategic planning tool that provides a framework to help executives, senior managers, and marketers devise strategies for future business growth. [1] It is named after Russian American Igor Ansoff, an applied mathematician and business manager, who created the concept.
Modernization theory was a dominant paradigm in the social sciences in the 1950s and 1960s, and saw a resurgence after 1991, when Francis Fukuyama wrote about the end of the Cold War as confirmation on modernization theory. [3] The theory is subject of much debate among scholars. [1] [4] [5] [6] Critics have highlighted cases where ...
Double jeopardy (marketing) Double jeopardy is an empirical law in marketing where, with few exceptions, the lower-market-share brands in a market have both far fewer buyers in a time period and also lower brand loyalty . The term was originally coined by social scientist William McPhee in 1963 who observed the phenomenon, first in awareness ...
Definition and brief explanation. Market segmentation is the process of dividing up mass markets into groups with similar needs and wants. The rationale for market segmentation is that in order to achieve competitive advantage and superior performance, firms should: "(1) identify segments of industry demand, (2) target specific segments of demand, and (3) develop specific 'marketing mixes' for ...
Consumer behaviour is the study of individuals, groups, or organisations and all the activities associated with the purchase, use and disposal of goods and services. Consumer behaviour consists of how the consumer 's emotions, attitudes, and preferences affect buying behaviour. Consumer behaviour emerged in the 1940–1950s as a distinct sub ...
Market development. Market development is a growth strategy that identifies and develops new market segments for current products. It involves marketing existing products in new markets. [1] A development strategy targets non-buying customers in currently targeted segments. It also targets new customers in new segments.