Products - Human Capital Products Target Marketing Process...

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Human Capital Products Target Marketing Process Segmentation o Process of dividing larger market into parts based on meaningful, shared characteristics ID and describe this division (age, sex, gender, income etc.) Take into account any considerations Measurable? Viable? Accessible? Size? Growth Potential? Competition? Fit with the rest of the business? Targeting o Evaluating and choose desired segments. Positioning o Placing product in consumers mind relative to competition with intention of developing comparative advantage. o Only a matter of what consumers think. Other strategies Differentiated Target Marketing Process o 1 product going into two groups with different strategies for each group. Concentrated (niche) Strategy o 1 product going into one group. Market Mix A firm can control certain things (the four p’s) o Price o Product o Place o Promotion A firm cannot directly control o The external environment o Competitors
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Products - Human Capital Products Target Marketing Process...

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