Market segmentation-Downs

Market segmentation-Downs - Market Research I II Problem...

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Market Research Market Research I. Problem definition II. Research Design - Population definition - Sampling process - Sample size - Sampling error - Data collection technique - Questionnaire design - Test questionnaire III Data Collection IV. Data Preparation V. Data Analysis VI. Interpret & Report VII. Communicate VIII. Adjust Marketing Strategies
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Market Segmentation Market Segmentation
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The Concept of Market  Segmentation 1
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Segmentation Bases Characteristics of individuals, groups, or organizations used to divide a total market into segments. (variables) 4
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Market Segmentation Market Segmentation Bases for Segmentation External characteristics Easily measured/observed Relatively inexpensive Relatively quick Internal characteristics Requires a special study Expensive, time-consuming Product-related characteristics
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Bases for Segmentation Usage Rate-Product related Usage Rate-Product related Benefits Sought-Internal Benefits Sought-Internal Psychographics-Internal Psychographics-Internal Demographics-External Demographics-External Geography-External Geography-External 4
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Market Segmentation Market Segmentation External Characteristics Geographic Demographic Economic Social Class Cultural Religious
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Market Segmentation Market Segmentation Internal Characteristics Lifestyle Motivations Needs Personality Attitudes Perceptions Stages in the buying process
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Market Segmentation Segmentation Based on Lifestyle Targeting 20 and 30 somethings into the health and  exercise trend Nike Shoe Commercial --Associating the brand with a youthful,  athletic lifestyle
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Market Segmentation Based on Motivations Targeted to aging Baby Boomers that desire  to live an adventurous retirement that sets  them apart from the previous generation Hartford Securities Commercial
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This note was uploaded on 03/19/2012 for the course MAR 3023 taught by Professor Philipdowns during the Fall '12 term at Florida State College.

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Market segmentation-Downs - Market Research I II Problem...

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