MGT 103 - Class 8

MGT 103 - Class 8 - Segmenta(on January 31 2013 Todays...

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Segmenta(on January’31,’2013’
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• Research’Revisited’ – Thailand s’bold’plan’to’raise’its’standard’of’ living’ • DiFerent’Ways’to’Segment’ – Relevant’Variables’ – Product’Groups’Exercise’ – Prince’Sports,’Inc.’ • Tennis’Racquets’for’Every’Segment’ Today s Topics
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In Contrast to the Infant Formula Controversy • InnovaLve’family’planning’and’poverty’ reducLon’programs’throughout’Southeast’Asia’ hNp://www.ted.com/talks/ mechai_viravaidya_how_mr_condom_made_tha iland_a_beNer_place.html • As’you’watch,’think’about’how’this’frank,’funny’ (and’very’eFecLve)’talk’about’condoms’uses’the markeLng’concepts’we ve’discussed’so’far’
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• Frozen’dinners?’ • Car’rental’agencies?’ • Museums?’ What variables would you use to segment…
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• 3’volunteers’to’help?’ Iden(fying Product Groups
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• Why’is’product’categorizaLon’important’in’ markeLng?’ Iden(fying Product Groups
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• What’products’compete’with’each’other’ directly?’ Iden(fying Product Groups
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• What’special’promoLonal’strategies’are’ suggested’by’this’compeLLve’set?’ Iden(fying Product Groups
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MGT 103 - Class 8 - Segmenta(on January 31 2013 Todays...

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