Chapter+Four_shortened

Chapter+Four_shortened - Marketing 350 Fall 2010 Chapter...

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Click to edit Master subtitle style Marketing 350 Fall 2010 Chapter Four: Segmentation and Positioning
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Chapter 4 Focusing Marketing Strategy with Segmentation and Positioning Increasing importance of market segmentation. .. Ø Social and economic changes have given rise to consumers with Ø Effective means of
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Ø Technological Ø More of “salad bowl” Increasing importance of market segmentation (cont.). .....
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Concepts Defined 1. 2. 3. 4.
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Ø Segmentation - A two-step process of 1) naming 2) segmenting the product markets
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Targeting Selecting which segments I Then designing
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Target Markets A relatively homogenous group of
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Differentiation Exists when a firm’s or is perceived to differ from Differentiation should offer
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Positioning Designing a marketing program (including that is consistent with how
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Segmentation Assists In: 1. The design of 2. The selection of media
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Segmentation Is Intended To Assist In: 3. The development of 4. The identification of distinguishing
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Majority Fallacy The “majority fallacy” is blind pursuit Ø of Ø or Ø or
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80/20 Principle The 80/20 principle states that a small percentage or segment (20%) of all users
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Developing a Market Segmentation Strategy Define Identify (Continued on next slide)
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Developing a Market Segmentation Strategy Evaluate Select Target Market(s) Determine
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Segmentation Dimensions Consumer Marketing User Related Behavioral
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Segmentation Dimensions Business-to-Business User Related Behavioral
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Criteria for Effective Segmentation 1. Homogenous (similar) 2. Heterogeneous 3. Substantial
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Chapter+Four_shortened - Marketing 350 Fall 2010 Chapter...

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