mgt 103 class 8

mgt 103 class 8 - Segmentation October18,2011 TodaysTopics

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Segmentation October 18, 2011
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Different Ways to Segment Relevant Variables  Product Groups Exercise Prince Sports, Inc. Tennis Racquets for Every Segment Today’s Topics
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Frozen dinners? Car rental agencies? Museums? What variables would you use  to segment…
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3 volunteers to help? Identifying Product Groups
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Why is product categorization important in  marketing? Identifying Product Groups
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What products compete with each other directly? Identifying Product Groups
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What special promotional strategies are  suggested by this competitive set? Identifying Product Groups
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Marketers need to understand how consumers  categorize objects because it helps define Market segments  Acceptable substitutes in the product grouping Marketers, through advertising, packaging, and  branding, can influence the way consumers  categorize products.
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This note was uploaded on 12/11/2011 for the course MGT 103 taught by Professor Nelson during the Fall '08 term at UCSD.

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mgt 103 class 8 - Segmentation October18,2011 TodaysTopics

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