MARK 301 Chapter 8: Chapter 8 Summary
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8 MARKET SEGMENTATION, TARGETING, AND POSITIONING
Zappos.com’s Strategy: Segments 1 Service 5 “Wow”
A Clear Market Segmentation Strategy
Delivering WOW Customer Service
Why Segment Markets?
What Market Segmentation Means
When and How to Segment Markets
Steps in Segmenting and Targeting Markets
Step 1: Group Potential Buyers into Segments
Marketing Matters: To Which “Flock” Do You Belong?
Step 2: Group Products to Be Sold into Categories
Step 3: Develop a Market-Product Grid and Estimate the Size of
Step 4: Select Target Markets
Step 5: Take Marketing Actions to Reach Target Markets
Market-Product Synergies: A Balancing Act 203
Marketing Matters: Apple’s Segmentation Strategy— Camp
Runamok No Longer
Positioning the Product
Two Approaches to Product Positioning
Crafting a Formal Positioning Statement
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