MGMA01H3 Chapter : Marketing - Segmentation
Document Summary
must be adequate to cover product development and other marketing costs: differentiability of products. some products can be easily differentiated from others. Some can be produced in versions designed specially for individual segments: stage in the product cycle. Introduction y selecting an appropriate strategy depends on a variety of internal and external variables facing the firm. Alternative market matching strategies y the very core of the firm s strategy is to match product offerings with the needs of particular market segments. y following factors are taken into consideration: company resources. as a product matures, different marketing emphases are required to fit market needs: competitors strategies. strategies and product offerings must be continually adjusted in order to be competitive: size of segment. Stage 1: identify market segmentation bases y the decision process begins when a firm identifies characteristics of potential buyers as bases that will allow the marketer to classify them into market segments.
