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Unformatted text preview: 1. geographic 2. demographic 3. psychographic 4. behavioral b. step 2: group products to be sold into categories c. step 3: develop a metket-product grid and estimate the size of markets fig 9-7 d. step 4: select target markets criteria i. market size ii. expected growth iii. competitive position iv. cost of reaching the segment v. compatibility with organization e. step- take marketing actions 3. position the product 243 a. place an offering occupies in a comsumers mind b. perceptual map fig 9-10 p. 244 9-11 p.245 4. sales forcecasting techniques a. judgements b. surveys i. buyer inentions ii. salesforce c. statistical methods i. trend exprapoltaion Notes-Define segments common needs react similiarly to a marketing programs These two are homogenous within the segment...
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- Fall '08
- Marketing, Group potential buyers, potential buyers, segment d. difference, fig 9-3 p232, perceptual map fig