Segmentation, Targeting, Positioning Analyze Customer Product Relationship Investigate Segmentation Bases Develop product Positioning Select segmentation Strategy IrwinMcGraw-Hill o The McGraw-Hill Commpanies, Inc, 1998
Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Segmentation, Targeting, Positioning Slide 8-9 Figure 8.5 Analyze Customer Product Relationship Investigate Segmentation Bases Develop Product Positioning Select Segmentation Strategy
Market segmentation process of dividing a market into groups of potential buyers who have similar needs and wants, value perceptions, or purchasing behaviors
Market Segmentation process of dividing a market into groups of potential buyers who have similar needs and wants, value perceptions, or purchasing behaviors
Mass Marketing, Segment Marketing, Individual Marketing
Mass Marketing, Segment Marketing, Individual Marketing
Analyze-Customer Product Relationships Identify prospects: people or organizations that are potential customers Eliminate non-prospects
Analyze-Customer Product Relationships Identify prospects: people or organizations that are potential customers Eliminate non-prospects
Investigate segmentation Bases
Investigate Segmentation Bases