Chapter 7 - Segmentation and Targeting

Chapter 7 - Segmentation and Targeting - Chapter 7 Part One...

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Chapter 7 Part One
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1. Basis for Segmentation 3. Measure Attractiveness 2. Develop Profiles 4. Choose Target 5. Differentiate Offering 6. Choose Position
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1. Basis for Segmentation 3. Measure Attractiveness 2. Develop Profiles 4. Choose Target 5. Differentiate Offering 6. Choose Position
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1. What? Dividing the market into groups that require separate marketing strategies or mixes. 2. Why? Maximize resources in heterogeneous markets
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Segmentation Basis (See Table 7.1) Demographic Geographic Psychological Behavioral Gender Age Household Education Income Etc. Country Region City Climate Urban/Rural Etc. Benefits Sought Usage Situation Usage Rate Loyalty Status Readiness Stage Etc. Attitudes Expertise Wants and needs Affiliations Traits Etc.
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By User Vacation Family Couples Business Executives Middle Managers Business Owners By Location Downtown Suburban Resort By Length of Stay Short term Extended Stay More than 30 days By Amenities Kitchen Pool Business Ease
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BOOKS / AGE Investing Children’s Textbooks 18-25 X 25-40 X X 40-65 X
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Chapter 7 - Segmentation and Targeting - Chapter 7 Part One...

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