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In targeting markets to serve the firm must consider its resources and objectives in setting strategy.

The Seller engages in —. Objectives Be able to define the three steps of target marketing: Countries might be grouped by population income levels or by overall level of economic development. Differentiated Marketing Segment 3 C.

Chapter 7 Segmentimi dhe Pozicionimi në Marketing

Analizo Shitjen, Shkallen e rritjes, dhe profitin e parashikuar aility. Registration Forgot your password? Given effective market segmentation, the firm abzat choose which markets to serve and how to serve them.

Business markets can be segmented by technology what customer technologies should we focus on? Select Target Segment s Market Targeting 3. All buyers have unique needs and wants. Age and bbazat stage, sex, and income are three major demographic bases for segmentation. Auth with social network: Types of of behavioral segmentation are based upon occasions, benefits sought, user status, usage rates, loyalty, buyer readiness stage, and attitude.

Geographic magketingut divides the market into different geographic units based upon physical proximity.


Aftesite dhe resorset e Firmes ne relacion me marketingjt Look for Competitive Advantages. Personalities may transcend other differences in markets and may be transferred to products themselves.

Differential — Te ndryshem Segments must be effectively reached and served. Here the seller focuses on subgroups within market segments who may seek a bazqt combination of benefits. Economies and segment knowledge and service are strengths of this approach but risk due to marketingjt market size is greater. Geographic location may be used to group businesses by proximity. This is the degree to which an effective marketing program can be designed for attracting and serving segments. Building the Right Relationships with the Right Customers.

Life style describes helps group markets around ideas such as health, youthful, or environmentally conscious. About project SlidePlayer Terms of Service. Requirements for Effective Segmentation Measurability.

Segment Structural Attractiveness Consider effects of: Personal comparisons can lead to segmentation by buyer-seller similarity companies with similar personnel and valuesattitudes toward risk focus on risk-taking or risk-avoiding companiesor loyalty focus on companies that show high loyalty to their suppliers.

This strategy targets several market segments and designs separate marketing mixes for each of them. Company size can markftingut used.

This strategy focuses on the common needs of the market rather than differences in it. Steps in Segmentation, Targeting, and Positioning 6.

Dividing the market into groups based upon variables such as sex, age, family size, family life cycle, income, education, occupation, religious affiliation, or nationality are all demographic segmentations. The argument for mass marketing is that it [should] lead to the lowest costs through economies of scale and prices and create the largest potential market.


Identifying a segment is useless if the marketer has limited access to the customer.

Chapter 7 Segmentimi dhe Pozicionimi në Marketing – ppt video online download

This refers to the degree to which a market segment can be reached and served. Psychographic Segmentation divides the market into groups based on social r, life style, or personality characteristics. We think you have liked this presentation.

Chapter Seven Segmentation, Targeting and Positioning: Age, gender, family size and life cycle, or income Psychographic Social class, lifestyle, or personality Behavioral Occasions, benefits, uses, or responses. In mass marketing, the seller produces, mass distributes, and mass promotes one product to all buyers. Chapter Six Segmentation, Targeting, and Positioning: The company must collect and analyze data on current dollar sales, projected sales-growth, and expected profit margins for each market segment.

Here the seller identifies market segments, selects one or more of them, and develops products and marketing mixes tailored to meeting the needs of those selected segments. Segments must be large or profitable enough to serve.

Demographic information is also relatively easy to measure. Marketers must plan how to present the product to the consumer.