L6 Segmentation etc

L6 Segmentation etc - Click to edit Master subtitle style...

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Click to edit Master subtitle style 6/5/11 Segmenting, Positioning, & Targeting
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6/5/11 Planning 1. Understanding Consumers’ Needs a. Marketing Research b. Participants c. Consumers 2. Market Selection Decisions a. Segmentation b. Target Market c. Positioning 3. Marketing Mix Decisions a. Products External Contingen cies Competiti on Legal/Polit ical Demogra phics Technolog Internal Contingen cies Org. Vision Org. Mission Org. Objectives & Goals
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6/5/11 Market Segmentation Psychographic Lifestyle Personality Activities Interests Socioeconomic Income Education Occupation Demographic Age Gender Ethnicity Family life cycle
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6/5/11 Market Segmentation Benefits Consumer needs Product features Behavioral Frequency of purchase Size of purchase Loyalty Geographic World region Country Country region City Physical Climate
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6/5/11 Target Markets Selectively choosing one or more segments on which to focus Consideration for selecting targets: Sizable Reachable Measurable Behavioral Variation
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L6 Segmentation etc - Click to edit Master subtitle style...

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