raphically industry company size or by benefits sought use status usage rate

Raphically industry company size or by benefits

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raphically (industry, company size), or by benefits sought , use status, usage rate, and loyalty status. Yet, business marketers also use some additional variable s, such as operating characteristics, purchasing approach es, situational factors, and personal characteristics.
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Requirements for Effective Segmentation The size, purchasing power, and profiles of the segments can be measured. Measurable The market segments can be effectively reached and served. Accessible A segment should be the largest possible homogeneous group worth purchasing with a tailored marketing program. Substantial The segments are conceptually distinguishable and respond differently to different marketing mix elements and programs. Differentiable Effective programs can be designed for attracting and serving the segments. Actionable
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Market Targeting The firm now has to evaluate the carious segment s and decide how many and which segments it ca n serve best.
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Evaluating Market Segments In evaluating different market segments, a firm m ust look at three factors: Segment size and growth Segment structural attractiveness Company objectives and resources A segment is less attractive if it already contains many strong and aggressive competitors or if it is easy for new entrants to come into the segment. A segment is less attractive if it already contains many strong and aggressive competitors or if it is easy for new entrants to come into the segment.
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Selecting Target Market Segments A target market consists of a set of buyers who share common needs or characteristics that the co mpany decides to serve.
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  • Spring '11
  • Fareeha

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