Class 4 STDP2 - Copyright © 2009 Indiana University Click...

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Unformatted text preview: Copyright © 2009 Indiana University Click to edit Master subtitle style Class 4 STDP part deux M370 John Talbott Faculty Department of Marketing Fall 2010 Copyright © 2009 Indiana University Copyright © 2009 Indiana University Copyright © 2009 Indiana University Key Points • Segmentation is based identifying groups of consumers with similar purchase behaviors. • We may use a variety of different observable variables to get at the underlying benefit preferences. • Marketers use the components of the Mix to create a market offering that appeals to the benefit segment. • Marketers may use multiple Copyright © 2009 Indiana University Copyright © 2009 Indiana University STDP { A 7 6 C 1 B 6 5 -5 8 9 1 -8 A 4 C -B 9 D 7 -7 2 1 0 9 F 0 5 7 1 5 } Segment { F 5 6 1 9 C A-4 9 4 -2 F 4 6 -B E 1 2 -1 4 E 9 7 A 6 5 7 4 D F } Target { C A 3 C D A 2 4 -5 2 B -D 6 4 A -8 1 A 4 -3 B 5 C 5 B 7 2 C E 4 7 } Differentiate { 5 C 8 E 9 E 0 E -F 1 6 F -A 0 4 6 -9 A 2 1 -9 2 E 4 8 F 4 D F 1 9 E } Position From the Huddle of humanity create clusters Pick Clusters based on potential and company strengths. Determine a unique or underserved area of demand for the target. Orchestrate the components of the marketing mix to achieve a valuable location in consumer’s perceptions Copyright © 2009 Indiana University Copyright © 2009 Indiana University { E 0 D B 1 B F D -4 6 9 D -9 B 4 6 -B E 9 C -E D 9 2 E 8 1 5 2 3 0 A } Like Cola/Don’t Like Calories CBS { 0 2 B 9 5 7 C -6 3 E 2 -4 4 F -9 D 1 5 -B 7 C D 4 F 5 A E D 5 D } Cola Flavored CBS...
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This note was uploaded on 11/05/2010 for the course BUS F370 taught by Professor Tom during the Spring '10 term at Indiana Institute of Technology.

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Class 4 STDP2 - Copyright © 2009 Indiana University Click...

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