Chapter 08 - Chapter Eight Customer-Driven Marketing Strategy Creating Value for Target Customers Segmentation Targeting Differentiation

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Chapter 8 - slide 1 Chapter Eight Customer-Driven Marketing Strategy Creating Value for Target Customers Segmentation Targeting Differentiation Positioning COMM 224 Dr. K. Büyükkurt
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Chapter 8 - slide 2 Customer Driven Marketing Strategy: STDP 1 2 3 4 Please note the sequence of steps denoted as 1, 2, 3, and 4.
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Chapter 8 - slide 3 Market segmentation involves dividing the market into smaller groups with distinct needs, characteristics, or behaviours that might require separate marketing strategies or mixes Market targeting (targeting) is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter Market Segmentation
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Chapter 8 - slide 4
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Chapter 8 - slide 5
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Chapter 8 - slide 6
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Chapter 8 - slide 7
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Chapter 8 - slide 8
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Chapter 8 - slide 9
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Chapter 8 - slide 10 Differentiation is actually differentiating the market offering to create superior customer value Positioning is arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers (“Shampoo for dandruff”, “Cavity fighting toothpaste”, “Long lasting battery”) Market Segmentation
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Chapter 8 - slide 11 Market Segmentation Segmenting Consumer Markets
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Chapter 8 - slide 12 Know the segmentation variables on this table.
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Chapter 8 - slide 13 Segmentation Examples: Using Multiple Segmentation Variables Jointly Please see the document that is titled SEGMENTATION USING MULTIPLE SEGMENTATION VARIABLES SIMULTANEOUSLY.DOC.
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Chapter 8 - slide 14 Market Segmentation Multiple segmentation is used to identify smaller, better-defined target groups Geodemographic segmentation is an example of multivariable segmentation that divides groups into consumer lifestyle patterns in different geographic areas. Using Multiple Segmentation Bases
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Market Segmentation Segmenting International Markets Type/stability of government, monetary regulations, amount of bureaucracy, etc. Language, religion,
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This note was uploaded on 10/31/2011 for the course COMM 224 taught by Professor Pearce during the Spring '08 term at Concordia Canada.

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Chapter 08 - Chapter Eight Customer-Driven Marketing Strategy Creating Value for Target Customers Segmentation Targeting Differentiation

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