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Chapter9-InClass

Chapter9-InClass - MKT300 MKT300 Chapter9 Segmentation...

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MKT 300 MKT 300 Chapter 9 Chapter 9 Segmentation,  Segmentation,  Targeting and  Targeting and  Positioning Positioning
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Chapter 9 Guide Chapter 9 Guide Segmentation Bases for segmenting Targeting Strategies for selecting targets Positioning Perceptual Mapping Repositioning One-to-One Marketing
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Segmenting and  Targeting Markets Dependability Dependability Status Status
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STP Marketing STP Marketing Segmenting Divide market based on needs/benefits,  demographics, lifestyles, behavioral  measures Targeting Select  most appropriate market(s).      Positioning Target marketing messages through 4p’s. 
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Market Segmentation  is the  division of consumer markets into  meaningful and distinct groups.
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A Market Is... A Market Is... (1)  people or organizations with  (2)  needs or wants,  and with  (3)  the ability and  (4)  the willingness to buy.   A group of people that lacks any one of these  characteristics is not a market.
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The Importance of Market  The Importance of Market  Segmentation Segmentation Markets have a variety of product  needs and preferences Marketers can better define  customer needs Decision makers can define objectives  and allocate resources more accurately Two words:  Competitive Advantage.
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Segmentation Criteria Segmentation Criteria Homogeneous Heterogeneous Substantial Identifiable Responsive
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The  Segmentation Base  is a  group of characteristics that is used  to assign segment members.
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Bases for Segmentation Bases for Segmentation Needs Behavioral Psychographics Demographics Values
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Demographic Segmentation Demographic Segmentation Gender Income
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Family Life Cycle Family Life Cycle
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