6600:205 Lecture Notes - Lecture 5: Root Mean Square, Marketing Mix
16 Nov 2017
School
Department
Course
Professor
Document Summary
Marketing chapter 9 segmentation, targeting, and positioning. 4,5 positioning step 1 establish overall strategy or objectives. Articulate the vision or objectives of the company"s marketing strategy clearly. Must be consistent with and derived from the rm"s mission and objectives, as well as it"s current situation - strengths, weaknesses, opportunities, and threats geographic segmentation. Organizes customers into groups on the basis of where they live. A market could be grouped by country, region, or areas within a region. Is the most useful for companies who"s products satisfy needs that vary by region demographic segmentation. Groups consumers according to easily measure, objective characteristics such as age, gender, income, and education. Represent the most common means to de ne segments, because they are easy to step 2 segmentation methods. Use a particular method or combination of methods to segment the market. This step also develops descriptions of the different segments, which helps rms better understand the suture pro les in each segment.
