Marketing basics

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Marketing basics

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  2. 2.  Marketing Basics › Segmentation › Targeting › Positioning References. 2
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  4. 4.  Segment Target Position * Required 4
  5. 5.  Segmentation › Demographics segmentation  Income, Population, Age, Gender › Psychographic segmentation  attitudes, Values, LifeStyle * Required 5
  6. 6.  Segmentation Continue › Behavior segmentation  Whether they buy or not, use or not  usage rates: heavy , medium , light , nonuser  user status : potential, non user, ex-user, regulars, first time, user of competitors › Benefit segmentation › Ethnic segmentation  Hispanic , African American * Required 6
  7. 7.  Target › Current Segment Size and potential growth › Potential Competition › Feasibility and Compatibility * Required 7
  8. 8.  Position › Attribute or benefit › Quality and Price › Use or User › Competition * Required 8
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  10. 10.  Global Marketing 5th Edition 10

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