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kotler07_basic - Segmentation,Targeting andPositioning...

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Segmentation, Targeting,  and Positioning   Building the Right Relationships  with the Right Customers Chapter 7
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  7 - 2 Learning Goals 1. Learn the three steps of target marketing,  market segmentation, target marketing, and  market positioning 2. Understand the major bases for segmenting  consumer and business marketing strategy 3. Know how companies identify attractive market  segments and choose target marketing strategy 4. Realize how companies position their products  for maximum competitive advantage in the  marketplace
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  7 - 3 Sells multiple brands  within the same product  category for a variety of  products Brands feature a  different mix of benefits  and appeal to different  segments    Has also identified  different niches  within   certain segments  Product modifications  are useful: Tide offers  seven different product  formulations to serve  different niches’ needs Case Study Procter & Gamble Procter & Gamble
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  7 - 4 Steps in market segmentation,  targeting and positioning Market Segmentation Identify bases for segmenting the market Develop segment profiles Target Marketing Develop measure of segment attractiveness Select target segments Market Positioning Develop positioning for target segments Develop a marketing mix for each segment Goal 1:  Learn the three steps of target marketing
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  7 - 5 Definition Market Segmentation: Dividing a market into distinct groups  with distinct needs, characteristics, or  behavior who might require separate  products or marketing mixes. Goal 2:  Understand the major bases for segmentation
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  7 - 6 Segmenting Consumer  Markets Geographical segmentation Demographic segmentation Most popular segmentation Psychographic segmentation Lifestyle, social class, and personality- based segmentation Behavioral segmentation Goal 2:  Understand the major bases for segmentation
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