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04 Market Segmentation & Positioning RAC

04 Market Segmentation & Positioning RAC

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Published by Sabeeh -ul -Hassan

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Published by: Sabeeh -ul -Hassan on Nov 30, 2010
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11/30/2010

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Marketing Management
Market Segmentation andPositioning
Lecture 04Ian McPhee
³Positioning is not what you do to a product; it iswhat you do to the mind of a prospect´ (Ries and Trout, 1972)
 
Learning Outcomes
Describe the principles of market segmentation andthe STP process.Explain the characteristics and differences betweenmarket segmentation and product differentiation.Explain how market segmentation can be undertakenin both consumer and business to business markets.Describe different targeting strategies.Explain the concept of positioning.Illustrate how the use of perceptual maps can assistthe positioning process.
 
U
nderlying Assumptions
Not all buyers are alikeSub-groups can be identified
 ±With similar behaviour, background, valuesand needs ±Smaller & more homogeneous
Easier to satisfy a small group than larger (Zikmund & D¶Amico, 1995)

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