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em session 9stp [Autosaved] - Segmenting Targeting...

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Gary Minkoff Segmenting, Targeting & Positioning
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…customers are different in two fundamental ways— they have different values to the firm, and they need different things from the firm. At most companies, a great deal of effort and analysis goes into understanding who the most valuable customers are, while considerably less attention is given to understanding how different customers are in their needs . Don Peppers & Martha Rogers
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Outline/Objectives Explain what market segmentation is and when to use it. Identify the five steps involved in segmenting and targeting markets. Recognize the bases used to segment consumer and organizational markets. Develop a market-product grid to identify a target market and recommend resulting actions. Explain how marketing managers position products in the marketplace.
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Why Segment Markets Product Differentiation Market Segmentation-what is it? Market Segments Segmentation: Linking Needs to Actions
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One-Size-Fits-All Mass Markets No Longer Exist One Product and Multiple Market Segments Multiple Products and Multiple Market Segments “Tiffany/Wal-Mart” Strategies What is Segmentation-Why/How do you do it What is segmentation? Aggregating prospective buyers into groups: -with common needs -likely to respond similarly to a marketing action How do you do it?
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Linking Needs to Actions Via Segmentation
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What Segmentation Strategy is This?
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Is there a problem here?
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The Segmentation Tradeoff: Synergies vs. Cannibalization Organizational Synergy Customer Value Cannibalization
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Why Segment? (cont) Segments of One: Mass Customization Build-to-Order (BTO)
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5 Key-steps approach –Segmenting & Targeting
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