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F10 MKTG 3104 Student 9. Segmentation and Positioning

F10 MKTG 3104 Student 9. Segmentation and Positioning -...

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Click to edit Master subtitle style MKTG 3104 Market Segmentation Targeting, and Positioning
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11/5/10 CONTENT OBJECTIVES 1. Understand why and how marketers segment markets 1. Illustrate common bases for segmentation and common targeting strategies 1. Analyze criteria for successful segmentation and target segment selection 1. Evaluate alternative ways to position products to target different segments
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11/5/10 MARKET SEGMENTATION DEFINITION Aggregating prospective buyers into groups (segments) so that : 1. customers in the same segment have common needs and respond similarly to a marketing strategy 2. customers in different segments have different needs and require different strategies
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11/5/10 Segmentation Bases 1. Geographic Segmentation LaFarge (building materials) 2. Demographic Segmentation Brooks Brothers: Online Luxury Fashion Market by Gender Purchases (3 months) $2401 $1527 Return rate 10% 20% Time spent to buy x 3x
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11/5/10 3.
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