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Alain has $35.50 and is saving $4.25/week. Eva has $24.25 and is saving. $5.50/week. In how many weeks from now will they have the same amount of money?
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Segmentation, Targeting, and Positioning
Chapter Ch t 8
Objectives Be able to define the three steps of target marketing: market g g marketing, g target segmentation, and market positioning. Understand the major bases for segmenting consumer and business markets. 8- 1
K Know h how companies i identify id tif attractive market segments and how they choose a target marketing k ti strategy. t t Comprehend how companies position their products for i titi maximum competitive advantage.
Market Segmentation: Dividing a market into distinct groups with distinct needs, characteristics, characteristics or behavior who might require separate products or marketing mixes. 8- 2
Fig re 8-1: Figure 81
Steps in Market Segmentation, Seg e a o , Targeting, a ge g, and Positioning g
Market Segmentation Key Topics Segmenting Consumer Markets Segmenting Business Markets Segmenting International Markets Requirements for Effective Segmentation
Geographical segmentation Marketing mixes are customized geographically
Demographic segmentation Psychographic segmentation Behavioral segmentation Using multiple segmentation variables
G Geographic hi Segmentation Variables World Region or Country U.S. Region St t State City
City or Metro Size Neighborhood D Density it Climate 8- 6
Segmenting Consumer Markets Segmenting Business Markets Segmenting International Markets Requirements for Effective Segmentation
Geographical segments Demographic segmentation g Most popular type Demographics are closely related l t d to t needs, d wants t and usage rates
Psychographic segmentation Behavioral segmentation Using multiple segmentation variables 8- 7
What type of demographic segmentation is reflected by this ad?
Market Segmentation D Demographic hi Segmentation Variables Age Gender Family size Family life cycle Income Race