Lecture Ch 9_BB (1) - WhatYouShouldKnow n...

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 Jade S. DeKinder What You Should Know… n What marketing research is and why we do it n The five steps in marketing research n The three kinds of research n The two types of data and the strengths and  weaknesses of each
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Click to edit Master subtitle style Chapter 9: Segmenting,  Positioning, and Forecasting  Markets Professor Jade DeKinder
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 Jade S. DeKinder What You Will Know… n The two factors that affect the formation of  market segments n The criteria used in forming market segments  and selecting a target market n Ways to segment consumer and organizational  markets
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 Jade S. DeKinder S-T-P              Growth Market Penetra tion Develo pment Product Diversif ication Products Current Current New New Markets
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 Jade S. DeKinder Market segmentation n Market segmentation aggregates buyers into groups  that: q Have common needs q Will respond similarly to a marketing action
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 Jade S. DeKinder Market segmentation n Market segmentation aggregates buyers into groups  that: q Have common needs q Will respond similarly to a marketing action n Resulting in groups of relatively homogenous buyers:  market segment
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 Jade S. DeKinder Different Market Segments n Because of the existence of different market segments  à companies use product differentiation Use different marketing mix activities such as product  features and advertising to help consumers perceive the  product as being different & better than competing  products
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 Jade S. DeKinder Segmentation Strategies: 1)
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Lecture Ch 9_BB (1) - WhatYouShouldKnow n...

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