Evaluating and selecting the marketing segments

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Evaluating and Selecting the Marketing Segments Single Segment Concentration Selective Specialization Product Specialization Market Specialization Full Market Coverage
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Additional Considerations Segment by Segment Invasion Plans
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What is Positioning? A marketing strategy that aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer. Companies apply this strategy either by emphasizing the distinguishing features of their brand (what it is, what it does and how, etc.) or they may try to create a suitable image (inexpensive or premium, utilitarian or luxurious, entry-level or high-end, etc.) through advertising.
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Class Activity Get in the groups and design a customer profile for a selected product. Also provide the details of the selected products like features, design, price etc.
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Niches Niches Adam Smith Adam Smith Segments Segments Naked Solutions Discretionary options Naked Solutions Discretionary options Distinct set of needs Willingness to pay premium. Less likely to attract competitors Distinct set of needs Willingness to pay premium. Less likely to attract competitors Micro marketing Micro marketing Why Segmentation? Why Segmentation? BASES FOR SEGMENTING BASES FOR SEGMENTING Buyer Readiness Buyer Readiness Aware Ever tried Recent trial Occasional user Regular user Most often used Aware Ever tried Recent trial Occasional user Regular user Most often used Identifies the target market Identifies the target market Competition related Competition related Demograp hic Demograp
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