Week 7 - Segmentation, Targeting & Positioning I & II Week...

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Week 7 Today’s Agenda: Markerting Info Systems I and II? I. Segmentation: Definition, Variables, Requirements for Effective System II. Targeting: Definition, Evaluating Market Segments, Target Marketing Strategies III. Postitioning: Definition, Competitive Advantage, Types of Differentiation, Positioning Statement Figure 6.1 Steps in STP 1. Segmentation: Dividing up a market into distinct groups that: (1) have ___________ but distinct needs, characteristics and behaviors (2) respond __________ to marketing efforts, and therefore (3) might require their own products and marketing (4 Ps). ***See Table 6.1 Geographic, Demographic, Psychographic, Behavioral Geographic: dividing into different geographic units (e.g., country, country region, city size) Demographic: based on demographic variables (e.g., age, gender, family size, family life cycle, race, generation) Easier to measure than most other types of variables
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This note was uploaded on 03/29/2008 for the course B A 303 taught by Professor Coupland during the Spring '08 term at Pennsylvania State University, University Park.

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Week 7 - Segmentation, Targeting & Positioning I & II Week...

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