Chapter 8 - Chapter 8: Segmentation, Targeting,...

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Chapter 8: Segmentation, Targeting, Differentiation, and Positioning Strategies Segmentation o The process of grouping individuals or businesses, according to use, consumption, or benefits of a product or service.’ o Characteristics Geographic Demographic Behavior Ambition Potential Targeting o The process of selecting market segments that are most attractive to the firm. Objective o Maximize profit (return on investment). Market Segmentation Bases and Variables o Marketers create segments to identify and reach the right people at the right time. Geographic Location Demographics Psychographics Behavior with Regards to the Product o Identifiable o Accessible o Substantial o Unique Needs o Durable Geographic Segments o a driving force behind o Countries may be segmented based on Internet usage. Types of Geo-Targeting o Local Geographic Targeting is when you have only one location. o
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Chapter 8 - Chapter 8: Segmentation, Targeting,...

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