MARKET SEGMENTATION VIEWGRAPHS

MARKET SEGMENTATION VIEWGRAPHS - TYPE AND INCOME 3...

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MARKET SEGMENTATION MARKET: PEOPLE OR INSTITUTIONS WITH NEEDS/WANTS WITH THE AUTHORITY, RESOURCES AND WILLINGNESS TO BUY MARKET SEGMENTATION: PROCESS OF DIVIDING A MARKET INTO “SEGMENTS” WITH SIMILAR BUYING BEHAVIOR OR CHARACTERISTICS TARGET MARKET: A MARKET SEGMENT THAT A COMPANY ADDRESSES WITH ITS OWN DISTINCT MARKETING MIX (4 Ps)
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CHARACTERISTICS REQUIRED FOR A SEGMENT TO BE ATTRACTIVE : MAP 1. M EASUARABLE 2. YOU CAN M EET ITS NEEDS 3. A CCESSABLE 4. P ROFITABLE ______________________________________ _ HIGH END SEGMENTATION (STARTING POINT) CUSTOMERS CONSUMERS INDUSTRIAL/BUSINESS GOVERNMENT
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CONSUMER SEGMENTATION VARIABLES 1. GEOGRAPHIC 2. DEMOGRAPHIC 3. PSYCHOGRAPHIC 4. PRODUCT RELATEDNESS 1. GEOGRAPHIC: LOCAL, REGIONAL, NATIONAL OR GLOBAL, CLIMATE 2. DEMOGRAPHICS: GENDER, AGE, ETHNICITY, FAMILY LIFE STAGE, HOUSEHOLD
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Unformatted text preview: TYPE AND INCOME 3. PSYCHOGRAPHICS: PERSONALITY, LIFE STYLES, SOCIAL CLASS, PERCEPTIONS 4. PRODUCT RELATEDNESS: BENEFITS SOUGHT, USAGE LEVELS AND BRAND LOYALTY INDUSTRIAL SEGMENTATION VARIABLES 1. GEOGRAPHIC: LOCAL, REGIONAL ETC. 2. DEMOGRAPHICS: COMPANY SIZE, # OF LOCATIONS, # OF EMPLOYEES $ SPENT 3. CUSTOMER TYPE: INDUSTRY 4. APPLICATION: (BENEFIT) HOW THEY USE THE PRODUCT 5. PURCHASING SITUATION: CENTALIZED VS. DECENTALIZED RFP (BIDDING PROCESS) SEGMENTATION STRATEGIES 1. UNDIFERRENTIATED (MASS MARKET) 2. DIFFERRENTIATED (SEGMENTATION) 3. CONCENTRATION/NICHE 4. MICROMARKETING POSITIONING: QUALITY HIGH LOW P A,D,G M,N,O R I B,C,F C E J I E,L,P H,J,K LOW WHERE ARE ALL THE COMPANIES COMPETITIVE CLUSTERS MOVEMENT OVER TIME...
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This note was uploaded on 11/17/2011 for the course BUS 348 taught by Professor Ettle during the Fall '08 term at SUNY Stony Brook.

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MARKET SEGMENTATION VIEWGRAPHS - TYPE AND INCOME 3...

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