April 9 - Quiz Chapter 4 Opportunity Analysis, Market...

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Opportunity Analysis, Market Segmentation and Market Targeting Opportunity analysis consists of three interrelated activities: 1. Opportunity Identification 2. Op. Organization matching 3. Op. Evaluation. Opportunity evaluation consists of qualitative and quantitative. The Qualitative phase focuses on matching the attractiveness of an opportunity with the potential for uncovering a market nieche. Attractiveness is dependent on: 1. competitive activity 2. buyer requirements 3. market demand and supplier sources 4. Soc, Pol, Ec, Technology forces 5. Organizational capabilities. The benefit of Market Segmentation: 1. Identifies opportunities for new product development. 2. Helps in the design of marketing programs that are most effective for reaching homogenous groups of consumers. 3. Improves the allocation of marketing resources. Variables for market segmentation: 1. Socioeconomic characteristics of consumers Gender Age Occupation Income Family Life cycle
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April 9 - Quiz Chapter 4 Opportunity Analysis, Market...

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