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strategic marketing

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nina resty ratih

nina resty ratih

Published in: Education
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Transcript

  • 1. Strategic Market Segmentation
  • 2. Segmentation and Market-Driven Strategy
    1. Market Segmentation and Value Opportunities
    2. Creating New Market Space
    3. Matching Value Opportunities and Capabilities
    4. Market Targeting and Strategic Positioning
    5. Selecting the Market to Be Segmented
    6. Market Segmentation Activities and Decisions
  • 3. Identifying Market Segments
    1. Purpose of Segmentation Variables
    2. Characteristics of People and Organizations :
    a. Consumer Markets
    b. Organizational Market
  • 4. Consumers Need
    Identity Needs
    Emotive Needs
    Symbolism
    Social Values
    Product Feature
    Buyer Needs and PreferencesNeed and preferences that are specific to products and brands can be used as segmentation bases and segment descriptors
    Brand
  • 5. Buyer Needs and Preferences
    - Customer needs
    Need motivate people to act.
    - Attitudes
    Attitudes are enduring system of favorable or unfavorable evaluations about brands.
    - Perceptions
  • 6. Forming Segments
    *Response Differences
    * Actionable segments
    *Stability over time
    *Cost/ benefits of segmentation
    * Product diffrentiation& market segmentation
  • 7. DATABSE
    S E G M E N T A T I O N
  • 8. Six global consumers segments
  • 9. Forming Groups Based on Response Differences
  • 10. FinnerSegmentation Strategies

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