Chapter 7 - Chapter Seven Customer-Driven Marketing...

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Chapter Seven Customer-Driven Marketing Strategy Creating Value for Target Customers Dr. LE THANH LONG
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PoMKT- S4 Dr. Le Thanh Long 2 Content b Customer-Driven Marketing Strategy b Market Segmentation b Market Targeting b Differentiation and Positioning
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PoMKT- S4 Dr. Le Thanh Long 3 Market segmentation is the process that companies use to divide large, heterogeneous markets into small markets that can be reached more efficiently and effectively with products and services that match their unique needs Market Segmentation
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PoMKT- S4 Dr. Le Thanh Long 4 The Concept of Market Segmentation
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PoMKT- S4 Dr. Le Thanh Long 5 b Segmenting consumer markets b Segmenting business markets b Segmenting international markets b Requirements for effective segmentation Market Segmentation
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PoMKT- S4 Dr. Le Thanh Long 6 Market Segmentation Segmenting Consumer Markets
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PoMKT- S4 Dr. Le Thanh Long 7 Market Segmentation Geographic segmentation divides the market into different geographical units such as nations, regions, states, counties, or cities Segmenting Consumer Markets
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PoMKT- S4 Dr. Le Thanh Long 8 Market Segmentation Demographic segmentation divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality Segmenting Consumer Markets
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PoMKT- S4 Dr. Le Thanh Long 9 Market Segmentation Age and life-cycle stage segmentation is the process of offering different products or using different marketing approaches for different age and life-cycle groups Gender segmentation divides the market based on sex (male or female)
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PoMKT- S4 Dr. Le Thanh Long 10 Market Segmentation Income segmentation divides the market into affluent or low-income consumers Psychographic segmentation divides buyers into different groups based on social class, lifestyle, or personality traits Segmenting Consumer Markets
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PoMKT- S4 Dr. Le Thanh Long 11 Market Segmentation Behavioral segmentation divides buyers into groups based on their knowledge, attitudes, uses, or responses to a product b Occasions b Benefits sought b User status b Usage rate b Loyalty status Segmenting Consumer Markets
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PoMKT- S4 Dr. Le Thanh Long 12 Market Segmentation Multiple segmentation is used to identify smaller, better-defined target groups Geodemographic segmentation is an example of multivariable segmentation that divides groups into consumer lifestyle patterns Using Multiple Segmentation Bases
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This note was uploaded on 04/09/2011 for the course MARKETING 2011 taught by Professor Huyduong during the Spring '11 term at International University in Germany.

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Chapter 7 - Chapter Seven Customer-Driven Marketing...

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