5. STPwc

5. STPwc - Segmentation, Targeting & Positioning Dr....

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Segmentation, Targeting & Positioning Dr. Keith Niedermeier
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Segmentation, Targeting & Positioning Mass Marketing: Same product and marketing mix for everyone. Efficient Segmentation: Process of dividing markets into distinct subsets of consumers with common needs and characteristics. Select one or more segments to target Position with unique marketing mix
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Example
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Marriott Courtyard: “We make it our business to know business travelers” Fairfield: “For travelers who know” Residence Inn: “Offers all the warmth and comfort of home” Springhill Suites: “More comforts. More extras. Spacious by design” Renaissance Hotels: “indulge yourself in our distinctive & individualistic style”
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Segmentation Allows established companies to expand markets. Allows new companies to find niches. Identify specific wants and needs of groups of consumers. Reposition existing products Determine appropriate media
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Geographic Region City size Density Climate Zip Code Demographic Age Cohort Sex Marital Status Income Education Occupation Psychological Need/Motivation Personality Perception Learning/Involvement
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5. STPwc - Segmentation, Targeting & Positioning Dr....

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