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Market Mapping
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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’
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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
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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
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Identify The most important customers The most powerful intermediaries
The potential segments The priorities for marketing effort Exhibitors and visitors Targets for corporate entertaining
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