3305 SP09 Bb - ch07 Targeting Segmenting

3305 SP09 Bb - ch07 Targeting Segmenting - marketing runs...

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marketing runs on it
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1 | 2 what does STP stand for? S egmentation breaking down a market into meaningful groups T argeting P ositioning establishing a unique product image in customers’ minds
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1 | 3 big ideas to take away today - what is a market … really ? - segmentation bases - defining & selecting a target market - positioning in customers’ minds
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what is a market? give us a short, layman’s definition and also an example of what you’re talking about
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traditional definition of a market : group of people or organizations seeking products in a specific category
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... when markets are defined around products instead of customer needs – engineering can dominate and bad things can happen Captain Kirk! this is Spock. I’ve got you covered. “it’s my party and I’ll cry if I want to…”
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so really , markets start with a basic need: example: mobility n . mow’ bilitee,” definition: the quality of moving freely
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mobility
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updated definition of a market : group of people or organizations seeking similar needs or wants and ability-willingness to buy also… - markets are socially constructed - markets are dynamic - market boundaries are blurry
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undifferentiated strategies satisfy customers residing in a homogeneous market
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differentiated strategies are necessary to satisfy customers residing in a heterogeneous market
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market segmentation
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what is a
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This note was uploaded on 03/08/2010 for the course MKT 3305 taught by Professor Blocker during the Spring '07 term at Baylor.

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3305 SP09 Bb - ch07 Targeting Segmenting - marketing runs...

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