MM1 - Lecture 4 - Sep13 2011 - OnCourse0

MM1 - Lecture 4 - Sep13 2011 - OnCourse0 -...

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Click to edit Master subtitle style 9/18/11 Instructor – Saurabh Segmenting/Targeting/Positioning September 13, 2011 MGCR 352
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4/14/2006 Agenda Finish Segmentation Discussion Understand Targeting, Positioning, and their relationship with Segmentation Evaluate the role of Perceptual Maps Librarian Lecture
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4/14/2006 Looking Back…. What is segmentation? Why do it? What are the bases for segmentation?
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4/14/2006 Geograp hic Demo- graphics Psychog raphics Behavioral (Usage) Behavior al (Benefits )
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4/14/2006 Criteria for Successful Segmentation Substantiality Identifiability Measurability Accessibility Responsiveness Segment must be large  enough to warrant a special  marketing mix. Segments must be identifiable and  their size measurable.  Members of targeted segments must  be reachable with marketing mix. Unless segment responds to a  marketing mix differently, no  separate treatment is needed.
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4/14/2006 Evaluating Market Segments Segment size and growth Analyze current segment sales, growth rates, and expected profitability Segment structural attractiveness
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This note was uploaded on 09/18/2011 for the course MGCR 2049 taught by Professor Edwardbierbrier during the Fall '10 term at McGill.

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MM1 - Lecture 4 - Sep13 2011 - OnCourse0 -...

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