The Ins and Outs of CBAP Certification
Important Factors Taught through CBAP
The goals behind segmentation, targeting, and positioning, also known as STP, how companies position and reposition themselves in markets, the tools available to marketing or positioning, and how to execute positioning using perceptual maps. In segmentation, we subdivide the large general market into distinct market segments. The different segments have different needs, so marketers need to deliver different messages to each segment. One advantage behind segmentation is increased customer satisfaction because we can target more specific needs with the individual market segments than with the general market.
Another advantage is increased marketing effectiveness because we can deliver specific messages to which the segment will relate. In targeting, we select which market segments we wish to emphasize in our organization. We cannot target every possible segment, so we select a handful of segments; it makes the most sense for us to service. In positioning, we develop messaging, pricing, distribution, and other elements to make consumers perceive that our brand occupies a distinct favorable position relative to competing brands. We’ll be focusing on positioning in this module. STP features several advantages.
First, it has what’s known in the military as the concentration of force. We can focus our core competencies on relative market segments rather than dilute them over the general market. For example, Starbucks Coffee focuses on coffee aficionados who appreciate and are willing to pay for premium coffee. They don’t waste their time trying to be everything to everybody. Second, we can increase customer satisfaction because consumers get what they want. Hence we can leverage our competitive advantage to market segments that appreciate. For example, rental car company Hertz has a competitive advantage of retail outlets in virtually every major airport, so it focuses on the frequent traveler market segment.
On the other hand, Enterprise has a competitive advantage over many non-airport locations, so it targets local rentals such as people whose cars are under repair. Fourth we can employ niche marketing targeting specific segments with specific ne. For example, we can target this specific segment of people who need to get their Apple iPhone screen repaired, and fifth, we can generate higher profitability because we can target specific people willing to pay more unique products and services fulfilling their exact needs. In their book
Positioning, authors Ries and Trout emphasize the importance of positioning brands in the mind of the prospect. For example, when a person thinks of adhesive bandages, they often think of the brand-Aid Aid brand thanks to effective positioning efforts by their parent brand Johnson & Johnson. SimilaFedEx many people think of Kleenex for facial tissue and FedEx for overnight shipping. Different rental car companies emphasize different positioning approaches, each targeting the travelers market segment. Hertz targets frequent business travelers by offering its rental cars in many airports. Enterprise targets consumers with auto repairs and self auto needs by offering its rental cars in city centers. Thrifty targets relocated employ conscious multi-month rental program.
Budget target price-conscious renters by offering rentals at a discount and Xotic Dream Cars targets. Positioning is not static. From time to time, we may need to change our positioning to address current conditions.
There are a lot of advantages of CBAP certification, and the disadvantages are very minimal in number. The most impressive factor about this certification is its fluid course structure and self-explanatory syllabus. The system through which one gets to learn the course content is very highly rated in the whole world. There are a lot more avenues for the development of this course, and experts are constantly working for the development and betterment of this certification. The most important fact is that it is one of the most respected and reputed business analyst certifications available in the business sector to date.
Hence, it is highly recommended for business analyst aspirants and professionals to go for this certification as soon as possible. With the growing competition in this field, it will be different to sustain in the industry in the upcoming days. There will be a massive influx of other competitors in this field in a matter of 2-3 years. So, individuals and professionals who want to sustain themselves have to go for quality education and credentials so that they don’t face any problems in the future.
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