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SEGMENTATION, TARGETING AND POSITIONING a) Market Segmentation : Nokia has divided the market into smaller groups of buyers’ distinct needs, characteristics, or behavior that requires separate products or marketing mixes. As the marketing concept, Nokia tries to understand customers needs and satisfying their needs better than the competitors do. But different customers have different needs, and it rarely is possible to satisfy all customers by treating them alike. Market segmentation is the identification of portions of the market that are different from one another. Here we look at the major geographic, demographic, psychographic and behavioral variables. We describe the market segmentation for Nokia as following table describes: Variables Units Explanation Example Geographic Country Developed, Developing Japan, Bangladesh City Most populated place of the country Dhaka, Chittagong Density Urban and Sub-urban Gulshan, Pallabi Demographic Age Young people Nokia Xpress Music specially made for young people Gender Male, Female Nokia Supernova made for female Income Different income groups Nokia 1208, Nokia 1600 equivalent sets are for low
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This note was uploaded on 03/24/2012 for the course BBA SBM taught by Professor Goa during the Spring '09 term at East West University, Chicago.

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