Marketing Segmentaion

CHAPTER 16 MARKET SEGMENTATION CHAPTER OBJECTIVES 1. To understand market place sectionalization and consider why it is apply. 2. To examine how companies segment markets. 3. To explore unalike preying strategies. 4. To learn about the role and process of lay in segmentation strategies. 5. To consider how marketers can achieve the most from market segmentation. CHAPTER SUMMARY The chapter begins by identifying the underlying principle of market segmentation. It then(prenominal) looks at the segmentation process and the variables that can be used for grouping customers in consumer and business markets. Segmentation analysis, tar jumping, and positioning be then reviewed. Segmentation is discussed with a view to obtaining the most from it and the chapter concludes by looking at the role of segmentation in the future. ANNOTATED yap away OUTLINE Point 1 - Introduction. Segmentation is the term granted to the grouping of customers with similar needs by a telephone number of different variables. Once this has been done, segments can be targeted by a number of targeting strategies. The peak that then follows is known as positioning which is the place that products or services occupy in the marketplace in relation to the competition, as perceived by the target market. Point 2 - The market-segmentation concept.

The underlying principle of market segmentation is that individual customers have different product and service needs. crapper marketing, the marketing of a single product to everyone, is r atomic number 18ly a viable strategy, just as it is to customize products to an individual. Point 3 - The market segmentation process. The segmentation process is generally regarded as consisting of three stages; segmentation, targeting, and positioning. Point 4 - Segmentation variables. The first stage of the segmentation process involves the selection of suitable variables for grouping customers. These are also referred to as base variables or the segmentation basis. on that point is rarely one best way of segmenting a... If you want to get a full essay, order it on our website: Ordercustompaper.com

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