Document
... 1. Measurable- Must be quantifiable 2. Accessible- You must be able to reach them 3. Substantial- Must be large enough so company benefits 4. Differentiable- Segment must respond differently 5. Actionable- Company must be capable of marketing to identified segments ...
... 1. Measurable- Must be quantifiable 2. Accessible- You must be able to reach them 3. Substantial- Must be large enough so company benefits 4. Differentiable- Segment must respond differently 5. Actionable- Company must be capable of marketing to identified segments ...
MARKET_SEGMENTATION
... Geographic segmentation divides the market into different geographical units such as NATIONS, STATES, REGIONS, COUNTRIES, CITIES or NEIGHBORHOODS. A company may decide to operate in one or a few geographical areas or to operate in all areas but pay attention to geographical differences in needs ...
... Geographic segmentation divides the market into different geographical units such as NATIONS, STATES, REGIONS, COUNTRIES, CITIES or NEIGHBORHOODS. A company may decide to operate in one or a few geographical areas or to operate in all areas but pay attention to geographical differences in needs ...
Market Segmentation
... competitors do and to deliver more value. • Competitive advantage – extent to which a company can position itself as providing superior value. ...
... competitors do and to deliver more value. • Competitive advantage – extent to which a company can position itself as providing superior value. ...
segmentation - PharmaStreet
... is called as “buzz marketing” or word-of-mouth • Red bull advertise directly to generation y, then so called millennial: people born after 1981 • ‘student brand managers’ who would be used to promote red bull on university campuses. These students would be encouraged to throw parties at which cases ...
... is called as “buzz marketing” or word-of-mouth • Red bull advertise directly to generation y, then so called millennial: people born after 1981 • ‘student brand managers’ who would be used to promote red bull on university campuses. These students would be encouraged to throw parties at which cases ...
marketing segmentation
... Using market research to identify and target groups of customers who respond to marketing activity in the same way • Geographic • Demographic • Psychographic/Lifestyle • Demographic Learning Objective: To know how and why customer groups are targeted using marketing segmentation. ...
... Using market research to identify and target groups of customers who respond to marketing activity in the same way • Geographic • Demographic • Psychographic/Lifestyle • Demographic Learning Objective: To know how and why customer groups are targeted using marketing segmentation. ...
Developing the International Marketing Plan
... Defined as the process of identifying and focusing on those ...
... Defined as the process of identifying and focusing on those ...
benefit positioning
... A positioning option that uses an explicit reference to an existing competitor to help define precisely what the advertised brand can do. consumer markets The markets for products and services purchased by individuals or households to satisfy their specific needs. demographic segmentation Market seg ...
... A positioning option that uses an explicit reference to an existing competitor to help define precisely what the advertised brand can do. consumer markets The markets for products and services purchased by individuals or households to satisfy their specific needs. demographic segmentation Market seg ...
Solomon_ch07_basic
... of several customer groups with different product needs • Appropriate when consumers are choosing among well-known brands with distinctive images and it is possible to identify one or more segments with distinct needs for different types of products ...
... of several customer groups with different product needs • Appropriate when consumers are choosing among well-known brands with distinctive images and it is possible to identify one or more segments with distinct needs for different types of products ...
Chapter 8 Segmenting and Targeting Markets
... A subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs. ...
... A subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs. ...
Chapter 07
... lifestyle segmentation the grouping of people according to their pattern of living as expressed in their activities, interests and opinions ...
... lifestyle segmentation the grouping of people according to their pattern of living as expressed in their activities, interests and opinions ...
Slide 1
... Using Multiple segmentation bases • Marketers rarely limit their segmentation analysis to only one or a few variables. • rather they are using multiple segmentation bases in an effort to identify smaller, better defined target groups. • This strategy for segmenting markets refining demand estimates ...
... Using Multiple segmentation bases • Marketers rarely limit their segmentation analysis to only one or a few variables. • rather they are using multiple segmentation bases in an effort to identify smaller, better defined target groups. • This strategy for segmenting markets refining demand estimates ...
Assignment 4 Marketing
... business will not last if the marketing plan is insufficient; how will the product get into the hands of not just the consumer, but the right consumer at the right time and at the right place. For this to successfully happen, the marketing division must use two very important marketing techniques: m ...
... business will not last if the marketing plan is insufficient; how will the product get into the hands of not just the consumer, but the right consumer at the right time and at the right place. For this to successfully happen, the marketing division must use two very important marketing techniques: m ...
Marketing Chapter 6 Lecture Presentation (9-30-10)
... – Micromarketing (local or individual marketing) • Tailoring products and marketing programs to suit the tastes of specific individuals and locations. – Local marketing: Tailoring brands and promotions to the needs and wants of local customer groups. – Individual marketing: Tailoring products and ma ...
... – Micromarketing (local or individual marketing) • Tailoring products and marketing programs to suit the tastes of specific individuals and locations. – Local marketing: Tailoring brands and promotions to the needs and wants of local customer groups. – Individual marketing: Tailoring products and ma ...
Market Segmentation, Positioning
... Kotler - positioning : ‘act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s minds’ Global marketer – what extent a uniform positioning strategy could be used Uniform positioning strategy : target customer are very similar in shared ...
... Kotler - positioning : ‘act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s minds’ Global marketer – what extent a uniform positioning strategy could be used Uniform positioning strategy : target customer are very similar in shared ...
Segmentation and Positioning
... • Segmentation base: the variable or variables on which the market is divided • A good segmentation base should: – yield differences in product behavior – give insight into why consumers buy – help guide marketing mix decisions ...
... • Segmentation base: the variable or variables on which the market is divided • A good segmentation base should: – yield differences in product behavior – give insight into why consumers buy – help guide marketing mix decisions ...
Feb18 IBN302
... Market Segmentation 1. Business - by industry, size, etc. 2. Consumer a. Behavioral - demographic, psychographic b. Geographical c. Usage d. Benefits ...
... Market Segmentation 1. Business - by industry, size, etc. 2. Consumer a. Behavioral - demographic, psychographic b. Geographical c. Usage d. Benefits ...
