ch 7 Customer-Driven Marketing

ch 7 Customer-Driven Marketing - of the segments?...

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Customer-Driven Marketing Strategy: Creating Value for Target Customers Chapter 7
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Group # Group Members Products
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Chapter Overview Market Segmentation Market Targeting Differentiation and Positioning
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Market Segmentation
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Four Types of Segmentation Geographic Demographic Psychographic Behavioral Country City Density Climate Age, Gender, Family, Size, Income, Occupation, Education Social Class Lifestyle Personality Occasions Benefits User Status Loyalty status Helps to determine the size of the segments.
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How to measure Segments Measurable What is the size, purchase power, profiles
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Unformatted text preview: of the segments? Accessible Can I reach the market and serve its needs? Substantial Is the market segment large and profitable enough to serve? Differentiable Do the segments are distinguishable and respond differently to marketing mix? Actionable Can programs can be designed for attracting segments? How to Choose Differentiation and Positioning Strategy Value Proposition To (target segment and need) our (brand) is (concept) that (point of difference)...
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ch 7 Customer-Driven Marketing - of the segments?...

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