BUS340_Spring010_Segmentation6

BUS340_Spring010_Segmentation6 - Marketing Management BUS...

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Marketing Management BUS 340 Segmentation & Targeting
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Overview
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Segmentation Dividing a market into smaller groups with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes
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Segmentation Two main functions: Optimize Effectiveness Customized offering for each segment Optimize Cost Efficiency Identify irrelevant differences Deliver same offering to customers in segment
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Types of Marketing Offering Custom er 1 Custom er 2 Custom er 3 Custom er 4 Custom er 5 Custom er 6 Offering A Custom er 1 Custom er 2 Custom er 3 Custom er 4 Custom er 5 Custom er 6 Custom er 1 Custom er 2 Custom er 3 Custom er 4 Custom er 5 Custom er 6 O ffering A Offering B O ffering C O ffering D Offering E Offering F Offering B Mass m arketing Segm ent-based m arketing One-to-one m arketing
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General Segmentation Rule As a general rule: Segmentation is beneficial when the incremental value from effectively meeting the needs of resulting segments and from
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This note was uploaded on 11/21/2011 for the course BUS 340 taught by Professor Manishtripathi during the Spring '10 term at Emory.

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BUS340_Spring010_Segmentation6 - Marketing Management BUS...

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