Mktg 301 Ch6 Outline - I II Market Segmentation a Market...

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I. Market Segmentation a. Market segmentation: i. Dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes b. Market targeting: i. Evaluating each market segment’s attractiveness and selecting one or more segments to enter c. Differentiation: i. Differentiating the market offering to create superior customer value d. Positioning: i. Arranging for a market offering to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers II. Segmenting Consumer Markets a. Geographic Segmentation i. Dividing a market into different geographical units, such as nations, states, regions, counties, cities, or even neighborhoods b. Demographic Segmentation 1. Dividing the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation ii. Age and Life-Cycle Stage iii. Gender iv. Income c. Psychographic Segmentation i. Dividing a market into different segments based on social class, lifestyle, or personality characteristics d. Behavioral Segmentation 1. Dividing a market into segments based on consumer knowledge, attitudes, uses of a product, or responses to a product ii. Occasion Segmentation 1. Dividing the market into segments according to occasions when buyers get the idea to buy, actually make their purchase, or use to purchase, or use the purchased item iii. Benefit Segmentation 1. Dividing the market into segments according to the different benefits that consumers seek from the products iv. User Status 1. Nonusers, ex-users, potential users, first-time users, and regular users are all potential segments v. Usage Rate:
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  • Fall '13
  • Marketing, i., d. Behavioral segmentation, Occasion segmentation, a. Geographic Segmentation

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