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Top 10 Concepts on Chapter 8: Identifying Market Segments and Targets
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Top 10 Concepts on Chapter 8: Identifying Market Segments and Targets

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  • 1. Identifying Market Segments and Targets Rold ON TIME Top 10 Concepts harold ceasar t. verayo May 2010
  • 2. Outline
    • Selecting a Target Market
    • Identifying different types of market
    • Role of Market Segmentation
    • Criteria for Effective Segmentation
  • 3.
    • Segmenting Consumer Markets
      • Geographic
      • Demographic
      • Psychographic
      • Product Related
    • Strategies for reaching target markets
    • Market Segmentation Process
  • 4. Types of Market Consumer Products Business Products
  • 5. Market Segmentation
  • 6. Criteria for Effective Segmentation Measurable Promotable Profitable
  • 7. Segmenting Consumer Markets
  • 8. Undifferentiated marketing MASS MARKETING
  • 9. Differentiated Marketing
  • 10. Concentrated marketing Niche Marketing
  • 11. Micromarketing
  • 12. Selecting and Executing a Strategy
      • No single, best choice strategy suits all firms
      • Determinants of a market-specific strategy:
        • Company resources
        • Product homogeneity
        • Stage in the product life-cycle
        • Competitors’ strategy
  • 13.
    • Stage I: Identify Segmentation Process
    • Stage II: Develop Relevant Profile
    • Stage III: Forecast Market Potential
    • Stage IV: Forecast Market Share
    • Stage V: Select Specific Segment
    The Market Segmentation Process
  • 14. Summary
    • Before a marketing mix strategy can be implemented, the marketer must identify, evaluate, and select a target market.
    • The key to classification is to identify the purchaser and the reasons for buying the goods.
  • 15.
    • Market Segmentation: division of the total market into smaller, relatively homogeneous groups
    • No single marketing mix can satisfy everyone. Therefore, separate marketing mixes should be used for different market segments.
  • 16. Identifying Market Segments and Targets Rold ON TIME Top 10 Concepts harold ceasar t. verayo May 2010

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