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Segmenting, Tergeting & Positioning (Step in segmenting market (Select…
Segmenting, Tergeting & Positioning
Criteria for successful segmentation
Substantiality
Identifiability & Measurability
Accessibility
Responsiveness
Bases of segmenting consume markets
Demographic Segmentation
Age
Gender
Income
Ethnic Background
Family Life Cycle
Geographic segmentation
Region of the country
World
Market size
Market density
Climate
Psychographic Segmentation
Lifestyles
Geodemographic
Benefit segmentation
Usage Rate Segmentation
Step in segmenting market
Select segmentation descriptors
Profile & analyze segments
Choose a basis
Select target markets
Select a market
Design, implement & maintain
appropriate marketing mixes
Strategies for selecting target market
Undiffrented strategy
Concentrated stategy
Multisegment strategy
Positioning
Product
Price/Quality
Usage of application
User
Competitor
Benefits
Product class