Week 4 - MRKT20019 Week 4 Market segmentation targeting and...

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MRKT20019 Week 4 – Market segmentation,  targeting and positioning
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Objectives - Week 4 Explain and discuss segmentation, targeting and  positioning Distinguish the 4 main elements of segmentation Discuss the process of evaluating segmentation  and targeting Discuss choosing and implementing a positioning  strategy
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1. Mass markets   mass production, mass promotion to all buyers Result in lower costs and prices Create the largest potential market 2. Product-variety marketing 2 or more products with different features, style, quality,  size Sony TV Offer variety 3. Target marketing Identify and select one or more market segments and  develop products and marketing mixes that fir the needs of  each segment
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1. Organisations that sell to consumer and business  markets recognise that they cannot appeal to all  buyers in those markets, or at least not to all buyers in  the same way 2. Buyers are numerous, widely scattered and varied in  their needs and buying practices 3. Different companies vary widely in their abilities to  serve different segments of the market 4. Rather than trying to compete in an entire market,  sometimes against superior competitors, each  company must identify the parts of the market in which  it can effectively compete
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Step 1. Market segmentation is one of the most  neglected key marketing concepts! Define distinct groups of buyers 
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  • Spring '08
  • arodgers
  • Marketing, segment marketing mix, North Queensland Map Whitsundays Map Outback Map Central Queensland Map Fraser Coast Map Mackay Map Townsville Map, segment Select segment

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Week 4 - MRKT20019 Week 4 Market segmentation targeting and...

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