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Table Of Contents

Focusing Marketing Strategy with Segmentation and Positioning
Naming Product Markets and Generic Markets
Segmentation is a Two-Step Process
The Process of Narrowing Down to Target Markets
Market Segmentation Defines Possible Target Markets
How Far Should the Aggregating Go?
Segmenters and Combiners Aim at Specific Target Markets
Segmenting vs. Combining
Behavioral dimensions for segmenting consumer markets
Geographic dimensions for segmenting consumer markets
Demographic dimensions for segmenting consumer markets
Segmenting business markets
What Dimensions are used to Segment Markets?
Determining vs. Qualifying Dimensions
Ethical Issues in Segmenting Markets
Segmenting Product Markets
More Sophisticated Techniques May Help in Segmenting
“Product Space” Representation of Positioning
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Chapter 04

Chapter 04

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Published by raghava

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Published by: raghava on Sep 21, 2010
Copyright:Attribution Non-commercial


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