MKF3121 Lesson 4 Sem 2 2015 - Readings Business and Economics Alsem Chapter 4 Customer Analysis and Segmentation Yankelovich D and Meer D(2006

MKF3121 Lesson 4 Sem 2 2015 - Readings Business and...

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11/08/2015 1 Business and Economics Customer Analysis and Segmentation Lecture 4 – Marketing Planning and Implementation Readings Alsem Chapter 4 Yankelovich, D., and Meer, D (2006), Rediscovering market segmentation, Harvard Business Review , February, pp. 122-131. 2 MKF3121 - Marketing Planning and Implementation MKF3121 - Marketing Planning and Implementation 3 Business Definition Scope Industry analysis Competitor analysis Customer analysis Internal Analysis SWOT O Targeting Positioning Strategies Tactics Budget Contingency Objectives Who do we analyse? The market ! – As defined in your industry analysis – The ‘customers’ that are analysed are those that make up the size of the market – Based on what we know about them they are grouped into segments – Segments are sub groups of a market – Segments have profiles NOT ‘our’ customers MKF3121 - Marketing Planning and Implementation 4
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