Chapter 6 Outline

Chapter 6 Outline - Chapter6

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Chapter 6 Target Markets: Segmentation, Evaluation, and Positioning I. What Are Markets? a. Business Market b. Consumer Market i. Target Market Selection Process 1. Identify the appropriate targeting strategy 2. Determine which segmentation variables to use 3. Develop market segment profiles 4. Evaluate relevant market segments 5. Select specific target markets II. Identify the Appropriate Targeting Strategy a. Undifferentiated Targeting Strategy b. Concentrated Targeting Strategy Through Market Segmentation i. Heterogeneous Market ii. Market Segmentation iii. Market Segment iv. Concentrated Targeting Strategy c. Differentiated Targeting Strategy Through Market Segmentation III. Determine Which Segmentation Variables to Use a. Variables for Segmenting Consumer Markets i. Demographic Variables ii. Geographic Variables
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iii. Psychographic Variables  iv. Behavioristic Variables b. Variables for Segmenting Business Markets i. Geographic Location ii. Type of Organization iii. Customer Size iv. Product Use IV. Develop Market Segment Profiles a. To know what segment profiles are and how they are used V. Evaluate Relevant Market Segments a. Sales Estimate i. Market Potential ii. Company Sales Potential iii. Breakdown Approach iv. Buildup Approach b. Competitive Assessment c. Cost Estimates VI. Select Specific Target Markets a. To identify the factors that influence the selection of specific market segments for  use as target markets VII. Product Positioning and Repositioning a. Perceptual Mapping b. Bases for Positioning
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c. Repositioning VIII. Develop Sales Forecasts a. Executive Judgement b. Surveys i. Customer Forecasting Survey ii. Sales Forecast Survey iii. Expert Forecasting Survey
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Chapter 6 Outline - Chapter6

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