Part04=Segmenting 2(3)

Part04=Segmenting 2(3) - Lecture Part 4 How to Perform...

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Lecture Part 4 How to Perform Market Segmentation “If you're not thinking segments, you're not thinking.” (Theodore Levitt, The Marketing Imagination, 1986, p. 128) I. Steps in Performing Market Segmentation (the first two steps, A and B., are not listed in the book) A. Define the relevant ____________________- market to segment This includes the _____________ product (characterized by the product or service for a broadly defined need, e.g. beverages for thirst, and… The product _______________ or type (the general categories of the generic product such as soft drinks or fruit drinks) The product ____________, that is the sub-category within the product class [e.g. cola drinks as a form of soft drink]. Most segments can be described by the variations in ______________ provided by both the product class and the product form. B. Analyze the ____________________ derived from the product or service class and/or form (The demand for these is what MUST differ between segments) C. Analyze existing
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Part04=Segmenting 2(3) - Lecture Part 4 How to Perform...

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