Powerpoints Segment 7

Powerpoints Segment 7 - SEGMENT 7: MARKET SEGMENTATION...

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SEGMENT 7: MARKET SEGMENTATION (Related chapter in text : 9)
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LEARNING OBJECTIVES Define market segment and market segmentation. Explain the criteria for successful segmentation and targeting. Understand the concept of differential response to marketing variables as it relates to segmentation. Describe the four general categories of variables used as segmentation bases.
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LEARNING OBJECTIVES Understand the use of indexing to profile market segments. Describe the components of a typical lifestyle (AIO) segmentation study. Understand benefit segmentation and its value. Understand how product positioning relates to segmentation and targeting.
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MARKET SEGMENTATION IS THE SEARCH FOR RELATIVELY HOMOGENEOUS CLUSTERS IN A HETEROGENEOUS MARKET.
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A SEGMENT IS A GROUP OF CUSTOMERS, EXISTING AND POTENTIAL, WITH COMMON NEEDS, VALUES, AND RESPONSIVENESS TO MARKETING VARIABLES.
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MARKETS EVOLVE TOWARD HETEROGENEITY OVER TIME EXAMPLE: ATHLETIC SHOES % OF MARKET LOW PREFERRED AMOUNT OF HI ANKLE SUPPORT
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RUNNING BASKETBALL SHOE SHOE % OF MARKET LOW HIGH PREFERRED AMOUNT OF ANKLE SUPPORT
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SEGMENTATION CRITERIA MEASURABILITY (ASSIGNMENT) REACHABILITY PROFITABILITY DIFFERENTIAL RESPONSE
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REACHABILITY SELECTIVE TARGETING SELF SELECTION
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DIFFERENTIAL RESPONSE TO MARKETING VARIABLES PRICE PRICE QUANTITY QUANTITY “INELASTIC” “ELASTIC”
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THE CONCEPT OF DIFFERENTIAL RESPONSE APPLIES TO ALL CONTROLLABLE MARKETING VARIABLES PRICE PRODUCT PROMOTION PLACE
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SEGMENTATION BASES (MEASURABILITY) E ASSIGNING CUSTOMERS TO SEGMENTS
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Powerpoints Segment 7 - SEGMENT 7: MARKET SEGMENTATION...

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