Brand Loyalty Mac Users Vs Macolytes Usage Rate Heavy Users Light Users Nonusers 80 20 Rul Q34207374

1. Brand loyalty (mac users vs. macolytes)
   – usage rate: heavy users, light users, nonusers
   – 80/20 Rule: 80% of sales come from 20% of customers.

1. Geographic segmentation
2. Effective Positioning
3. Demographic segmentation
4. Behavioral segmentation

2. The pen market
   – U.S. (near commodity)
   – China (affordable luxury)

1. Demographic segmentation
2. Perceptual Maps
3. Why do you REposition a product?
4. Geographic segmentation

3. Conveys benefits (high quality)
   – highlights points of difference
   – is consistently executed: across time & across the marketingmix
   – is WELL executed

1. Product Positioning
2. Use maps to diagnose
3. Effective Positioning
4. Market Segmentation

4. A consumer product that customers usually buy frequently,immediately, and with minimal comparison and buying effort

1. Shopping product
2. Specialty product
3. Convenience product
4. Industrial Products

5. Training service employees in the fine art
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