Chapter%209%20Student%20Handouts

Chapter%209%20Student%20Handouts - Chapter 9: Market...

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Chapter 9: Market Segmentation, What is a market? A collection of people or of organizations
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Figure 9-1: Market Segmentation Links Consumer Needs to a Firm’s Actions Segmentation and Product Differentiation
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Step 1: Segmentation Nothing more than forming groups of consumers from our market population. Consumers in any one group should have common needs and should respond to marketing stimuli in similar ways. These groups are called market segments
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Three basic segmentation strategies… One product to multiple segments Wall Street Journal Multiple products to multiple segments Segments of One (Mass Customization) Levi’s Original Spin Nike ID Text talks about trade offs between satisfying an individual’s wants and Organizational Synergies—Increased customer value achieved through performing organizational functions more efficiently.
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Step 1: Segmentation Text-Step 1: Place Consumers into Segments Five Factors (Criteria) to Consider: 1. Potential for increased profit and ROI
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Chapter%209%20Student%20Handouts - Chapter 9: Market...

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