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MKT 100 (974)
Lecture

module 5

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Department
Marketing
Course
MKT 100
Professor
Paul Finlayson
Semester
Summer

Description
Module 5: Segmentation, Targeting and Positioning (STP) Customer Focus and Positioning • attract, serve and retain certain customers • Focusing on profitable customers, superior analysis of their needs and fitting your offering to their needs and benefits sought = competitive thinking and positioning. • changing customer preferences changes demand changes seller supply changes consumer preferences and demand = market decisions. • Segmentation Variables for Consumer Markets o Geographic: World region, climate zone, local weather, trading block, country, country region, state, province, county, city, suburb, city block, town, village o Demographic: Genetics, body type, physical handicaps, height, weight, age, life- stage, cohort generation, family size, education, intelligence, language, income, wealth, occupation, ethnicity, nationality, tribal identity, family identity, heritage, religion, political party membership o Psychographic: Lifestyle, interests, hobbies, persona
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