CH-8 PPT - Chapter 8 Segmenting, Targeting, and Positioning...

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© 2011 Robert H. Smith School of Business University of Maryland Chapter 8 Segmenting, Targeting, and Positioning Professor Whitney Fall 2011
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© 2011 Robert H. Smith School of Business University of Maryland The Marketing Process Situation Analysis Situation Analysis Customers, Company, Competitors, Collaborators, Context (PEST) Customers, Company, Competitors, Collaborators, Context (PEST) Situation Analysis Situation Analysis Customers, Company, Competitors, Collaborators, Context (PEST) Customers, Company, Competitors, Collaborators, Context (PEST) S S Segment the  Market T T Target Market Selection P P Position Product/Service Marketing Research Marketing Mix (4 P’s) Marketing Mix (4 P’s) Product/Service Product/Service Place/Channels Place/Channels Promotion Promotion Pricing Pricing Marketing Mix (4 P’s) Marketing Mix (4 P’s) Product/Service Product/Service Place/Channels Place/Channels Promotion Promotion Pricing Pricing Profits
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© 2011 Robert H. Smith School of Business University of Maryland 3 The Concept of Market Segmentation What is a market segment? Why is it important for marketers to segment the market?
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© 2011 Robert H. Smith School of Business University of Maryland Benefits Demographics Psychographics Geography Behavior/Usage Region • Climate Market Size Heavy User Occasion • Benefits Sought Age or generation • Gender • Income or social class • Race/ethnicity Family life cycle • Personality Motives Lifestyle Former User Loyal User • 1 st time User Variables used to Segment Consumer Markets
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© 2011 Robert H. Smith School of Business
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CH-8 PPT - Chapter 8 Segmenting, Targeting, and Positioning...

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