1. Market Mapping

2. Market Mapping McDonald and Rogers (2000) Chapter 4
Defines the value chain
takes into account the various buying mechanisms
the role of influencers
different buyer segments
key leverage points
‘understand the dynamics of the market
... add value to the key account customers’

3. A market map You Leverage point Magazines Contractors Distributors
Co-operative
You
Commercial
Consultants
Competitor A
Distributors
Export
Competitor B
Public sector
Retailers UK
Competitor C
Mail-order
Domestic
Competitor D
Leverage
point
Magazines

4. The steps of mapping Types of customer Intermediaries Influencers
by sector, size, frequency, usage, benefits
Intermediaries
retailers (types) distributors, mail-or online etc
Influencers
consultants, contractors, media
Volume and value share of each

5. Identify The most important customers The most powerful intermediaries
The potential segments
The priorities for marketing effort
Exhibitors and visitors
Targets for corporate entertaining