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Chapter 7

Chapter 7 - Segmentation, Differentiation, Positioning.docx

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Department
Administration
Course
ADM2320
Professor
All Professors
Semester
Fall

Description
Segmentation Differentiation PositionAll plans ask 3 questionsWhere are we now Situational analysisHow are we going to get there 4 PsWhere do we want to go Segmentation differentiation positioningSteps in the Target Marketing ProcessSegmentation Identify and describe market segmentsTargeting Evaluate and select market segmentsPositioning Design products to meet market segments needs develop a marketing mix for each segment selectedProduct DifferentiationPromotion seeks to shift the demand curveSituation 1 Moving D1 to a vertical line to make completely inelastic If everything is differentiable companies will want to make demand as inelastic as possible This implies power prestigious product no competition ex Apple iPhoneSituation 2 Shifting D1 to the left Clean your mouth more often o
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