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Chapter 9 - Market Segmentation:
Markets & Targets, Benefit Sought…
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Levels of Segmentation
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Full Market Coverage - attempts to serve all customer groups (GM, Coca-Cola, Microsoft
Undifferentiated - Mass Marketing, ignores segment differences
Differentiated - Different products to different segments of the market (typically creates more total sales)
STP: Segmentation, Targeting, Positioning
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Market Positioning - for each target segment, establish, communicate and deliver the right benefit(s) for the company's market offering
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Lack of databases is one of the primary reasons for business failure - the inadequacy of keeping track of customers
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Lifestyle Segmentation: VALS, Nielsen,
AIO (Activities, Interests, Opinions)