Oct 16 - Segmentation, Targeting, and Positioning

Oct 16 - Segmentation, Targeting, and Positioning -...

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Segmentation, Targeting, and Positioning October 16, 2009 Instructor: Tamar Milne
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Agenda Where are we in the big picture? Market segmentation Geographic Demographic Psychographic Behavioural For next class. .. 2
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The Big Picture Part 1: Situation analysis 5C’s analysis CREST, Porter’s Marketing research Consumer behaviour Segmentation SWOT Part 2: Strategy Goal, objectives Target market Positioning Marketing mix 3
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STP Process 4 Situation Analysis, SWOT Profile Segments Evaluate Segment Attractiveness Select Target Market Develop Positioning
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Market Segmentation Market segmentation: dividing the total market into smaller, relatively homogenous groups What factors/traits affect purchase decisions? Group consumers according to these factors Marketing mix strategies for each group (or the groups we want to/can serve) 5
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Common Segmentation Bases
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Unformatted text preview: Geographic * Demographic * Psychographic * Behavioural * * Each segmentation base has many segmentation variables 6 Geographic Segmentation Look for general patterns – Country, region – Climate, topography – Urban vs. rural 7 Demographic Segmentation 8 Age Gender Income Religion Ethnicity Education Occupation Family stage Marital status Household size. .. Psychographic Segmentation Needs and motives Perceptions Attitudes Values and beliefs Self-concept Lifestyles 9 Behavioural Segmentation Benefits sought Usage rates – e.g. heavy, moderate, light Loyalty 10 For Next Class. .. Reading: – Chapter 8: Segmentation, Targeting, and Positioning – Chapter 17: Global Marketing (pp 507-508) 11...
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This note was uploaded on 02/14/2010 for the course COMM 296 taught by Professor Dasgupta during the Fall '08 term at UBC.

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Oct 16 - Segmentation, Targeting, and Positioning -...

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