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Segmentation, Targeting, and Positioning

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Mehmet Cihangir
Mehmet Cihangir

Segmentation, Targeting, and Positioning; Building the Right Relationships with the Right Customers

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Segmentation, Targeting, and Positioning Building the Right Relationships with the Right Customers Chapter 7
Learning Goals ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Case Study Procter & Gamble
Steps in market segmentation, targeting and positioning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 1: Learn the three steps of target marketing
Definition ,[object Object],[object Object],Goal 2: Understand the major bases for segmentation
Segmenting Consumer Markets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 2: Understand the major bases for segmentation
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Geographic Segmentation Variables Goal 2: Understand the major bases for segmentation
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Demographic Segmentation Variables Goal 2: Understand the major bases for segmentation
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Behavioral Segmentation Variables Goal 2: Understand the major bases for segmentation
Segmenting Business Markets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 2: Understand the major bases for segmentation
Segmenting International Markets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 2: Understand the major bases for segmentation
Requirements for Effective Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 2: Understand the major bases for segmentation
Target Marketing ,[object Object],[object Object],Goal 3: Know how companies identify and target attractive segments
Target Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 3: Know how companies identify and target attractive segments
Target Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],Goal 3: Know how companies identify and target attractive segments
Choosing a Target Marketing Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 3: Know how companies identify and target attractive segments
Target Marketing ,[object Object],[object Object],[object Object],[object Object],Goal 3: Know how companies identify and target attractive segments
Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object],Goal 4: Realize how companies position their products
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Choosing a Positioning Strategy Topics Goal 4: Realize how companies position their products
Market Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Topics Goal 4: Realize how companies position their products
Market Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Topics Goal 4: Realize how companies position their products
Developing a Positioning Statement ,[object Object],[object Object],Goal 4: Realize how companies position their products
Communicating the Positioning ,[object Object],[object Object],Goal 4: Realize how companies position their products

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