Biopure2 - Segmentation Concentrated segmentation strategy...

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Segmentation Concentrated segmentation strategy (p. 243) o “an organization selects a single, primary target market and focuses all its energies on providing a product to fit that market’s needs” o “entrepreneurial start-up ventures often benefit from using a concentrated strategy, which allow them to employ their limited resources more efficiently” Benefit segmentation (p. 254) o “Because marketing is all about satisfying consumers’ needs and wants, dividing the market into segments whose needs and wants are best satisfied by the product benefits can be a very powerful tool” o Benefit: health (keeps animals healthy) Targeting Market directly to the consumer, specifically pet owners o More specifically, those who consider pets part of the family? Positioning Salient attributes? (p.264) Relate to Heather’s portion Product Oxyglobin image o Life saver, not just pet saver o Revolutionary practice of medicine o Innovative, first mover RISK: Product failure
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This note was uploaded on 09/08/2011 for the course MAR 3023h taught by Professor Kim,j during the Spring '08 term at University of Central Florida.

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Biopure2 - Segmentation Concentrated segmentation strategy...

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