Marketing Management chapter 7 Summary

1. HOW SHOULD A COMPANY
CHOOSE THE MOST
ATTRACTIVE TARGET
MARKETS?

2. EVALUATING DIFFERENT MARKET
SEGMENTS
The firm must look at 2 factors:
 Overall attractiveness of the segment
 Company’s objectives and resources
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3. THE MARKET MUST HAVE
ATTRACTIVE CHARACTERISTICS
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Size
Growth
Profitability
Scale Economies
Low Risk

4. SOME QUESTIONS THAT SHOULD
BE ANSWERED
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oHow well does a potential segment score on the effective
segmentation five criteria?
oDoes investing in the segment make sense given the company’s long
run objectives?
oDoes the company lack one or more necessary competencies to offer
superior value?
oWhich level of segmentation is required?

5. ETHICAL CHOICE OF MARKET
TARGETS
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oAvoid consumer backlash
oPublic controversy due to unfair advantage of vulnerable groups
oFaulty products

6. CREDITS
All Photos are taken from google images
Shivam Verma || IIT Delhi

7. THANK YOU