Session+8+student - THE BIG PICTURE: Segmentation Get...

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THE   BIG   PICTURE:  Segmentation Get yourself some M&Ms.   Group them in any  way you like.
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THE   BIG   PICTURE marketing objective source of volume evaluate business objective place price promotion execute product service position target STP entity goal competence retention acquisition steal share demand- stimulation main variable dynamic variable
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TP S STP  Overview 1. brainstorm segmentation variables 2. evaluate/ select variables 3. plot the market 4. select target 5. select position 6. articulate position
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Segmentation – What What: Process of identifying a group of consumers sharing at least  one characteristic that will likely increase their  responsiveness to our marketing message  Segment, concentrate, dominate.”  –  Don Tyson, Senior Chairman of Tyson Foods Lennox Lewis, I'm coming for you man.  I'm just  ferocious. I want your heart. I want to eat your  children.”  –  Mike Tyson, Psychotic Boxer.  
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Segmentation – What (Strategies)
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Segmentation – Why Why: Increase efficiency of marketing efforts – less waste Increase responsiveness to marketing efforts by tailoring the  message Disciplined approach to uncovering opportunities Increases likelihood of heart loyalty (self-signalling)
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This note was uploaded on 01/18/2011 for the course MARKETING 300 taught by Professor Fiet during the Winter '08 term at University of Michigan.

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Session+8+student - THE BIG PICTURE: Segmentation Get...

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