MarketingCh9

MarketingCh9 - Chapter 9: Market Segmentation, Targeting...

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Chapter 9: Market Segmentation, What is a market? A collection of people or of organizations with both the desire and ability to buy a particular product.
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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
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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
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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
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MarketingCh9 - Chapter 9: Market Segmentation, Targeting...

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