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Lecture

lamb_mktg_2ce_maps_ch07.pdf

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Department
Accounting
Course
Accounting MRK108
Professor
Rohan Singh
Semester
Winter

Description
Buying buy ProcesSegmenting PurchasingficPurchasing Market markets on the Criteria—price, basis of how they quality, technicale categorgmdentctpnorsents Steps in Segmenting a/peotastreitrtinnalyze • • • • Business Markets Company Company Location Geographic Company Size Use Charactercharacteristics aretoType of Company measurable Segmentation •Sus•dina•fcc•eesplensive Criteria for Successful   Former Heavy Usage Rate consumed PotenFirst TimeMedium SegmenDiviyetha maoruntt of Light/Irregular product bought or eting and PoSegmentation Importance odevstatigyeedaskejictives Plays a keelosHdnfinsdufneemvrlketigerformance • • • • Benefit Grouping QualiService Speed cusaccording to EconoConvenience Segmentation benefits they seek —A Bases for Market Segmentation yes lifest , a market into Market Motives factors Segmentationthe basis oPersonalityifestyles Chapter 7—Segmentor more characteristisimilar, and identifiablesychographsegmentatmotives Geo-demographic organizations sharing onehave dividing Consumer Markets yle   yife c Age GendInrcome Education
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