07-Customer-driven-Marketing-strategy

07-Customer-driven-Marketing-strategy - CustomerDriven...

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Powerpoints refined from Pearson Customer-Driven  Marketing Strategy: Creating Value for Target  Customers
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Outline 1. Define the three steps of target marketing: Market segmentation, target marketing, and market positioning 2. List and discuss the major bases for segmenting consumer and business markets 3. Explain how companies identify attractive consumer and business markets 4. Discuss how companies position their products for maximum competitive advantage in the marketplace
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Market segmentation Market segmentation is the process that companies use to divide large heterogeneous markets into small markets that can be reached more efficiently and effectively with products and services that match their unique needs
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Market Segmentation
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Market Segmentation Segmenting consumer markets Segmenting business markets Segmenting international markets Requirements for effective segmentation
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Market Segmentation Segmenting Consumer Markets Geographic segmentation Demographic segmentation Psychographic segmentation Behavioral segmentation
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Market Segmentation Segmenting Consumer Markets Geographic segmentation divides the market into different geographical units such as nations, regions, states, counties, or cities
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Market Segmentation Segmenting Consumer Markets Demographic segmentation divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality
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Market Segmentation Segmenting Consumer Markets Demographic segmentation is the most popular segmentation method because consumer needs, wants, and usage often vary closely with demographic variables and are easier to measure than other types of variables
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Market Segmentation Segmenting Consumer Markets Age and life-cycle stage segmentation is the process of offering different products or using different marketing approaches for different age and life-cycle groups
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Market Segmentation Gender segmentation divides the market based on sex (male or female)
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Market Segmentation Income segmentation divides the market into affluent or low-income consumers Segmenting Consumer Markets
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Market Segmentation Psychographic segmentation divides buyers into different groups based on social class, lifestyle, or personality traits Segmenting Consumer Markets
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Market Segmentation Segmenting Consumer Markets Behavioral segmentation divides buyers into groups based on their knowledge, attitudes, uses, or responses to a product Occasions Benefits sought User status Usage rate Loyalty status
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07-Customer-driven-Marketing-strategy - CustomerDriven...

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