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Segmenting, Targeting & Positioning

Segmenting, Targeting & Positioning

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Published by Suhaily Mohd Ramly

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Published by: Suhaily Mohd Ramly on May 13, 2011
Copyright:Attribution Non-commercial

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12/28/2012

 
SUHAILYMR1
CHAPTER 4
SEGMENTING AND TARGETINGMARKET
 
SUHAILYMR
2
LEARNINGOUTCOMES
LO 1Describe the characteristics of marketsand market segmentsLO 2Discuss criteria for successful market segmentationLO 3Describe the bases commonly used to segmentconsumer marketsLO 4List the steps involved in segmenting marketsLO 5Discuss alternative strategies for selecting targetmarketsLO 6Explain how and why firms implement positioningstrategies and how product differentiation plays a role
 
SUHAILYMR
3
(1) people or organizations with(2) needs or wants, and with(3) the ability and(4) the willingness to buy.
 A group of people that lacks any one of thesecharacteristics is not a market.
 A MARKET IS...
LO 1

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