Chapter 4 - Chapter4 OpportunityAnalysis,...

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Chapter 4 Opportunity Analysis,  Market Segmentation, and  Market Targeting
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4-2 In this chapter, you will learn  about… 1. Opportunity Analysis 2. What is a Market? 3. Market Segmentation Benefits of Market Segmentation Bases for Market Segmentation Requirements for Effective Market  Segmentation
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4-3 In this chapter, you will learn  about… 4. Offering-Market Matrix 5. Market Targeting 6. Market Sales Potential and Profitability Estimating Market Sales Potential Sales and Profit Forecasting
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4-4 Marketing Strategy involves… Selection of Markets Development of programs to reach these markets Customer Satisfaction Organizational Objectives
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4-5 Opportunity Analysis Involves… Opportunity Identification Opportunity  - Organization Matching Opportunity Evaluation
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4-6 Opportunity Identification Identifying new types of classes of  buyers Uncovering unsatisfied needs of  buyers Creating new ways or means for  satisfying buyer needs
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4-7 Opportunity-Organization  Matching Determines whether an identified opportunity is consistent with an organization’s business, mission, and competencies SWOT Analysis often employed Financially attractive opportunities are sometimes rejected at this stage due to lack of match
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4-8 Opportunity Evaluation Qualitative Evaluates the likelihood of capitalizing on
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Chapter 4 - Chapter4 OpportunityAnalysis,...

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