3801 Ch.6

3801 Ch.6 - c h a p t e r 6 M a r k e t S e g m e n t a t i...

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Unformatted text preview: c h a p t e r 6 M a r k e t S e g m e n t a t i o n Objectives To appreciate the central role of segmentation in the marketing process To recognize the standard bases of market segmentation in sport Market Segmentation The process of dividing a large, heterogeneous market into more homogeneous groups of people, who have similar wants, needs, or demographic profiles, to whom a product may be targeted Purpose of Segmenting Specialize Focus on the most likely to buy Meet wants and needs without exhausting resources Provide product, price, promotion, place, and public relations in the right way IDENTIFIABILITY Can marketer identify a segment? ACCESSIBILITY Can marketer access the segment? RESPONSIVENESS Will the segment be responsive to marketing efforts in terms of wants and needs, and is it worth targeting the segment? Four Bases of Segmentation 1. State of being 2. State of mind 3. Product benefits 4. Product usage 4 State of Being Profession Education...
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This document was uploaded on 10/26/2011 for the course KIN 3801 at LSU.

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3801 Ch.6 - c h a p t e r 6 M a r k e t S e g m e n t a t i...

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