MarketingCh9 - Chapter 9 Market Segmentation Targeting...

Info icon This preview shows pages 1–5. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 9: Market Segmentation, Targeting & Positioning What is a market? A collection of people or of organizations with both the desire and ability to buy a particular product.
Image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Figure 9-1: Market Segmentation Links Consumer Needs to a Firm’s Actions Segmentation and Product Differentiation Keys to success: form meaningful groupings and offer the right marketing mix
Image of page 2
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
Image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Three basic segmentation strategies… Text talks about trade offs between satisfying an individual’s wants and organizational synergies—Increased customer value achieved through performing organizational functions more efficiently. One product to multiple segments Wall Street Journal Coca-cola Multiple products for multiple segments Proctor and Gamble Segments of One (Mass Customization / CRM) NikeID Levi’s Original Spin
Image of page 4
Image of page 5
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern