Part03=Segmenting 1

Part03=Segmenting 1 - Lecture Part 3 MARKET SEGMENTATION I....

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Lecture Part 3 MARKET SEGMENTATION I. Meaning of Market Segmentation A. Introductory Examples: 1. “Old Clock” ads from WSJ and Americana 2. Why did the sears catalog fail? (video) B. Main Concept: Find definable ____________________ which have a ___________________ demand C. Important Points: 1. We divide the market into sub-groups with demand 2. It must be ____________________ to develop appeals for sub-groups 3. We need something to describe the sub-groups “…we think that marketing strategists should start with an analysis of the specific overt behaviors…” Then we can see what relates to these behaviors. This is usually referred to as a ____________________ analysis 4. We must understand why demands of sub-groups differ D. What are the characteristics of a segmentable market? 1. Consumers must ____________________ in demand in important ways (different demand is the reason for forming the groups) 2. Grouping similar consumers with some descriptor must be possible (you must
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This note was uploaded on 04/05/2011 for the course MKT 351 taught by Professor Kraft during the Winter '11 term at Grand Valley State.

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Part03=Segmenting 1 - Lecture Part 3 MARKET SEGMENTATION I....

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