segmentation

segmentation - Exhibit 15.3...

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1 Consumer Behavior MAR 3503 Xin He BA-II 308N 407-823-1329 xhe@bus.ucf.edu
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2 Segmentation Bases Benefit segmentation Example Toothpaste market segmentation by Russell Haley
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3 Toothpaste Market Benefit Segments Sensory segment Key benefit Lifestyle characteristics Brands Who?
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4 Toothpaste Market Benefit Segments (cont.) Sociable segment Key benefit Lifestyle characteristics Brands Who?
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5 Toothpaste Market Benefit Segments (cont.) Worrier segment Key benefit Lifestyle characteristics Brands Who?
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6 Toothpaste Market Benefit Segments (cont.) Independent segment Key benefit Lifestyle characteristics Brands Who?
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7 Segmentation Bases (cont.) Psychographic segmentation Based on consumer lifestyles AIO ___________ ___________ ___________ Example VALS
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8 VALS Resources Primary motivation Ideals Achievement Self-expression
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Unformatted text preview: Exhibit 15.3 http://www.strategicbusinessinsights.com/vals/ 9 Segmentation Bases (cont.) Person/situation segmentation Example Nike 10 Segmentation Bases (cont.) Geodemographic segmentation Example: PRIZM system 11 Product Positioning Positioning by attribute Positioning by use or application Positioning by product user Positioning by product class Positioning by competitors 12 Once again Segmentation bases Benefit segmentation Psychographic segmentation Person/situation segmentation Geodemographic segmentation Product positioning Positioning by attribute Positioning by use or application Positioning by product user Positioning by product class Positioning by competitors...
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segmentation - Exhibit 15.3...

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