kotler07_basic - Segmentation, Targeting, and Positioning...

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Unformatted text preview: Segmentation, Targeting, and Positioning Building the Right Relationships with the Right Customers Chapter 7 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 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 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 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 7 - 6 Segmenting Consumer Markets Geographical segmentation Demographic segmentation Most popular segmentation Psychographic segmentation Lifestyle, social class, and personality-...
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This note was uploaded on 03/23/2012 for the course MARKETING 204 taught by Professor A.s during the Spring '12 term at Lahore School of Economics.

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kotler07_basic - Segmentation, Targeting, and Positioning...

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