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Chapter 6

MKT 100 Chapter Notes - Chapter 6: Geodemographic Segmentation, La Senza, Froot Loops


Department
Marketing
Course Code
MKT 100
Professor
Fathima Saleem
Chapter
6

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Chapter 6: Segmentation, Targeting, and Positioning
The Segmentaon, Targeng, and Posioning Process
Step 1: Establish Overall Strategy or Objecves


Step 2: Segmentaon Bases
o !!

oGeographic Segmentaon: !!"
o#!$$$%"$$"$!!&
oDemographic Segmentaon: !!!$
%"&
o'$$$!$!$$!$$
$"$(
o)*+,!-!$,!
oPsychographic Segmentaon: "!.
"!
"!%&"!

oSelf Values: ."/
oSelf-Concept: /%01/2
2&
oLifestyles: ""!
oVALS:1!2%12&$
!3+2$$1$'$
$)*$4$!."!

Behavioral Segmentaon: !!
!$!$$
oOccasion Segmentaon:!!"!
!!
)*+!"$!/"
)*+0!55!$67(8
oBene)t Segmentaon:!!
/!
oLoyalty Segmentaon:
!
o%$!$$!&!

Using Mulple Segmentaon Methods
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