Intro Mktg - 06 - Segmentation & Positioning - ch 8

Intro Mktg - 06 - Segmentation & Positioning - ch 8...

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1 C HAPTER MKTG 2270 February 12, 2008 SEGMENTATION, TARGETING, & POSITIONING 8
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2 Target Marketing Market Segmentation: Dividing market into distinct groups with distinct needs, characteristics, or behaviors, who might require separate products or marketing mixes Target Marketing: Choosing which group(s) to appeal to Market Positioning: Creating a clear, distinctive, and desirable position in the target consumers’ mind, relative to competition
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3 Segmenting Consumer markets Geographic segmentation: Dividing a market into different geographic units World region or country Region/province/city Density Climate
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4 Segmenting Consumer markets Demographic Segmentation: Dividing the market into groups based on demographic variables -Age -Gender -Family life cycle -Income -Education -Generation -Ethnicity -Social class
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5 Segmenting Consumer markets Psychographic Segmentation Dividing a market into different groups based on lifestyle (and personality) characteristics
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A Lifestyle Segmentation of Beer Drinkers The Impulsive Drinkers Disagreed with statements: I like to work on community projects. I have helped collect for the Red Cross. I find myself checking prices even for small items. Agreed with: I am not good at saving money The “Macho-Male” Segment Agreed with statements: Beer is a real man’s drink. Playboy is one of my favorite magazines.
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Intro Mktg - 06 - Segmentation & Positioning - ch 8...

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