C7.1 F10 Slides Segmentation and Targeting

C7.1 F10 Slides Segmentation and Targeting - Chapter 7 Part...

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1. Basis for Segmentation 3. Measure Attractiveness 2. Develop Pro±les 4. Choose Target 5. DiFerentiate OFering 6. Choose Position
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1. Basis for Segmentation 3. Measure Attractiveness 2. Develop Pro±les 4. Choose Target 5. DiFerentiate OFering 6. Choose Position
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Demographic Geographic Psychological Behavioral Gender Age Household Education Income Etc. Country Region City Climate Urban/Rural Etc. Bene±ts Sought Usage Situation Usage Rate Loyalty Status Readiness Stage Etc. Attitudes Expertise Wants and needs Affiliations Traits Etc.
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By User Vaca+on Family Couples Business Execu+ves Middle Managers Business Owners By Loca+on Downtown Suburban Resort By Length of Stay Short term Extended Stay More than 30 days By Ameni+es Kitchen Pool Business Ease
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BOOKS Investing Children’s Textbooks 18-25 X 25-40 X X 40-65 X
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C7.1 F10 Slides Segmentation and Targeting - Chapter 7 Part...

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