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Lecture

MKTG 317- Notes Jan, 2013.docx

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Department
Marketing
Course
MKTG 317
Professor
D.Lynne Ricker
Semester
Winter

Description
MKTG Sept 25, 2012 Market Segmentation: Individual segmentation Group segment Trap ease Case Analysis Create a segment:  Create a proper segment:  -Title  -Geographic  -Demographic  -Psychographic  -Behavioral: (Benefits, usage) Ex. Sani Slime: -Title: Sani Slime -Geographic: (CME, Census metropolitan area, urban/ high populated area) -Demographic: Children ages 5-10, Boy and girls, Married couples or divorced (age 28-35) with young children. Middle upper class with middle disposable income. More so women, women do the shopping (Moms). Parents of children at a certain age. -Psychographic: Children involved in sports. Busy families: saves time going to the washroom, Convenient. Value of hygiene and cleanliness. -Behavioral: Benefits: quick easy way for children to stay clean. Getting children involved and independently maintaining their hygiene themselves. Usage: Daily usage (Do not refer to the product/company on the case speci
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