Session 12 - MG 220 MBA - 30 Sep 10

Session 12 - MG 220 MBA - 30 Sep 10 - MG 220 Marketing...

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> Click to edit Master subtitle style MG 220 Marketing Management MBA 10 Fall 2010 Muhammad Talha Salam, Asst. Professor talha.salam@nu.edu.pk Access it online: www.slideshare.net/talhasalam Part 3: Connecting with Customers > Market Targeting Part 4: Building Strong Brands > Overall review of Part 4 > Discussion on Case Studies > Discussion on Term Project Class Presentation | Session 12 | 29 Sep 2010
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MG 220 Marketing Management Access it online: www.slideshare.net/talhasalam Market Targeting Marketers job is to identify segments and select which ones to target Segments are identified => Now selecting which ones to target More and more refinement helps identify smaller, more focused segments and Better target them MG 220 Marketing Management 22
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MG 220 Marketing Management Access it online: www.slideshare.net/talhasalam Market Targeting Effective Segmentation Criteria Market segments must rate favorably on following criteria: Measurable Size, purchasing power, characteristics can be measured easily It should not be vague Substantial to serve Worth going after with a tailored marketing program/effort Accessible MG 220 Marketing Management 33
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MG 220 Marketing Management Access it online: www.slideshare.net/talhasalam Market Targeting Evaluating and Selecting the Market Segments Evaluation process Based on five criteria (mentioned previously) Vis-à-vis two factors: Segment’s overall attractiveness Company’s objectives and resources A company must evaluate segments carefully by answering all criteria clearly and ensuring that it is favorable MG 220 Marketing Management 44
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MG 220 Marketing Management Access it online: www.slideshare.net/talhasalam Market Targeting Evaluating and Selecting the Market Segments Selecting Market Segments Selection is done based on evaluation of market segments Five different patterns are used: 1. Single-segment concentration 2. Selective Specialization
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Session 12 - MG 220 MBA - 30 Sep 10 - MG 220 Marketing...

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