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WEEK 4 - Coggle Diagram
WEEK 4
Measuring Segmentation Effectiveness
Substantial
Accessible
Measurable
Practical
Heterogeneous
Responsive
Homogenous
Learning Objectives
To understand the ways in which companies can segment markets
To discern how marketers can measure the effectiveness of identified target segments
Be able to differentiate among the various ways in which marketers can reach the identified market segments
Be able to explain the importance of positioning the product in the head of the target consumer
To know how to use important tools for perceptual mapping
To know how to achieve a powerful position within the mind of the target consumer
STP Process
Market Segmentation
Targeting
Positioning
Marketing Mix
Situational Analysis
Segmentation Tools
Conjoint Analysis
Discriminant Analysis
Cluster Analysis
Multidimensional Scaling
Segmentation Approaches
Psychographic
Geographic
Behaviouristic
Demographic
Market Segmentation Principles
Hard
Soft
Subjective
Objective
4 C's of Positioning
Clarity
Credibility
Consistency
Competiveness
Positioning Statement
Perceptual Mapping