ftm482 chapter 7

ftm482 chapter 7 - Segmentation, Targeting, and Positioning...

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Segmentation, Targeting, and Positioning FTM 482
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Lecture Topics I. Market Segmentation - Global Segmentation - Segmentation Methods - Criteria for assessing opportunity II. Global Marketing/Targeting III. Positioning - Product positioning strategies - Cultural positioning
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3 I. Market Segmentation Definition: an organizations efforts to  identify and categorize groups of  customers and countries according to  similar characteristics
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4 I. Market Segmentation Why Segment?  cannot serve all customers in market  too numerous  widely scattered  varied in buying requirements  may not be in position to serve particular  segments
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5 I. Market Segmentation Three Strategies to Segment Mass Marketing  “one product for all buyers” Product Variety Marketing  “offers variety to buyers rather than to appeal to  different market segments” Target Marketing  “seller distinguishes major market segments  and develops products and marketing programs  tailored to each segment
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ftm482 chapter 7 - Segmentation, Targeting, and Positioning...

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