Unit IV Scholarly Activity - Unit IV Scholarly Activity...

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Chapter 13 / Exercise 5.3
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Unit IV Scholarly Activity Unit IV Scholarly Activity Demetrius D. Davis MBA 5501, Advanced Marketing Columbia Southern University Professor Jon Crispin April 9, 2016
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Foundations of Business
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Chapter 13 / Exercise 5.3
Foundations of Business
Hughes/Pride
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Unit IV Scholarly Activity Segmentation Segmentation is the process of defining and subdividing a large similar market into clearly identifiable segments having similar needs, wants, or demand characteristics. Its objective is to design a marketing mix that precisely matches the expectations of customers in the targeted segment. The four basic market segmentation-strategies are: (1) behavioral, (2) demographic, (3) psychographic and (4) geographical differences. (Kotler, P & Keller, L. 2012, p. 214) For Athletics Supreme the focus will be on demographics as it pertains to segmentation. Using geographic segmentation allows a company to divide the market into geographical units. This will allow operations to happen in one or a few areas but still be able to pay attention to all local variations. By choosing to sponsor the city football league we are able to get closer and more personally relevant to the individual customers. To take a step closer there a plans of offering some free football and cheerleading clinics that can be held by the local stars who have moved on to participate at the professional level. Target Market Analysis A target market analysis can help a company to use marketing funds more effectively. By analyzing the potential audience, the most important characteristics about customers can be identified and used to promote the product or service directly to the customers. This not only helps to connect with the individuals who are most likely to use the product or services, but also increase sales and revenues. An effective target market analysis can be completed in five steps:

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