Chap 15-1 - Chapter15:Market SegmentationandProduct...

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1 Chapter 15: Market  Segmentation and Product  Positioning This chapter is part of Section 5: Consumer Analysis and  Marketing Strategy
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2 Market Segmentation Marketing Strategy Dividing a market into groups of similar  consumers and selecting the most  appropriate groups for the firm to serve 5 Tasks in Market Segmentation Analyze consumer-product relationships Investigate segmentation bases Develop product positioning Select segmentation strategy Design marketing mix strategy
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3 Task 1: Analyze Consumer- Product Relationships General approaches Brainstorm product concept to figure out  what types of consumers are likely to  purchase and use the product Primary research to identify perceived  differences in attributes, benefits, and  values Secondary research to determine market  differences and relative sizes
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4 Task 2: Investigate Segmentation 
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This note was uploaded on 09/12/2011 for the course MKTG 351 taught by Professor Ashwani during the Spring '10 term at South Carolina.

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Chap 15-1 - Chapter15:Market SegmentationandProduct...

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