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Canada (161,803)
Economics (587)
ECON 344 (33)
Chapter 6

BU352 Marketing Chapter 6

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Department
Economics
Course
ECON 344
Professor
Deborah Reyner
Semester
Fall

Description
BUSWeek 5Oct092012Chapter 7 Segmentation Targeting and Positioning STPDescribe the STP processDescribe the bases marketers use to segment a marketDiscuss the criteria for determining the attractiveness of a segment and whether it is worth pursuing targetingExplain how a firm decides what type of segmentation strategy to use undifferentiated differentiated concentrated or micromarketingExplain what positioning is and describe how do firms do it Segmentation Targeting Positioning ProcessStrategy or Objective Segmentation BasesEvaluate Segment AttractivenessSelect Target MarketIdentify and Develop Positioning Strategy Step 1 Establish Overall Strategy or ObjectivesConsistent with mission statementDerived from mission and current stateStep 2 Profile SegmentsSegmentation BaseSample SegmentscountryprovincecityclimatecontinentNorthAmericaAsiaEuropeAfricaGeographicregionAtlanticCentralWesternCanadaAgegenderincomeeducationoccupationethnicDemographicbackgroundreligionfamilylifecycleLifestylesValuesPersonalitySelfConceptPsychographicBenefitssoughtUsageratesUserstatusLoyaltyBehaviouralGeographic SegmentationDivide market into separate geographic unitsCountries regions provinces cities neighbourhoods climate etcDevelop appropriate marketing programs1
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