Marketing, segmentation and positioning

Distribution Strategy:
- Marketing channel: A group of organizations that move products from the manufacturer to the customer.
- Retailers: Purchase products from manufacturers or other intermediaries and sell them to end-users.
- Wholesalers: Intermediaries that buy products from manufacturers and sell them to retailers.
- Supply chain management involves forming alliances with chain members.

Market Coverage Intensity:

- Intensive distribution: The product is available in as many outlets as possible.
- Selective distribution: Limited market coverage where only a few outlets are used to sell products.
- Exclusive distribution: Granting an intermediary exclusive right to sell a product.

Physical Distribution:
- Activities involved in transporting products from producers to customers.
- Transportation: Shipping products to buyers.

Promotion Strategies:
- Promotion involves communicating with groups or individuals to facilitate exchange.
- Integrated marketing communications: Coordinating promotion elements as a unified effort.
- Advertising: Paid form of interpersonal communication transmitted through mass media.
- Advertising campaigns: Designing a series of ads and placing them in various media to reach a specific target market.
- Personal selling: Direct two-way communication with buyers and potential sellers (e.g., for high-value sales where
relationships are key, such as cars or houses).
- Unpaid publicity: non-personal communication transmitted through media that the company does not pay for, such
as news and articles.

Push and Pull Strategies:

- Push strategy: Motivating intermediaries to deliver the product to end customers by offering incentives and providing
free products.
- Pull strategy: Using promotion to generate demand for the product among consumers.
- Promotional positioning: Using promotion to create and maintain the image of a product in the minds of buyers.

Marketing:
- Marketing 1.0: Focuses on efficiency and reaching a large number of people.
- Marketing 2.0: Understands customers through data analysis and reaches their hearts.
- Marketing 3.0: Considers customers as more than just interested in a product, addressing their concerns and the
world they live in.

Positioning:
- Unique, simple, and ownable concept that differentiates a brand from competitors.
- Communicates ownership and delivers high value and meaning to consumers.
- Highlights brand strengths and remains top of mind for consumers.

Segmentation:
- Dividing the global market into different customer segments based on common characteristics.
- Helps in targeting specific markets and improving product development and marketing strategies.
- Four types of segmentation: geographic, demographic, behavioral, and psychographic.