Segmentation, Targeting, and Positioning

Segmentation, Targeting, and Positioning Building the Right Relationships with the Right Customers Chapter 7

Learning Goals ,[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],Case Study Procter & Gamble

Steps in market segmentation, targeting and positioning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 1: Learn the three steps of target marketing

Definition ,[object Object],[object Object],Goal 2: Understand the major bases for segmentation

Segmenting Consumer Markets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 2: Understand the major bases for segmentation

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Geographic Segmentation Variables Goal 2: Understand the major bases for segmentation

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Demographic Segmentation Variables Goal 2: Understand the major bases for segmentation

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Behavioral Segmentation Variables Goal 2: Understand the major bases for segmentation

Segmenting Business Markets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 2: Understand the major bases for segmentation

Segmenting International Markets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 2: Understand the major bases for segmentation

Requirements for Effective Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 2: Understand the major bases for segmentation

Target Marketing ,[object Object],[object Object],Goal 3: Know how companies identify and target attractive segments

Target Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 3: Know how companies identify and target attractive segments

Target Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],Goal 3: Know how companies identify and target attractive segments

Choosing a Target Marketing Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 3: Know how companies identify and target attractive segments

Target Marketing ,[object Object],[object Object],[object Object],[object Object],Goal 3: Know how companies identify and target attractive segments

Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object],Goal 4: Realize how companies position their products

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Choosing a Positioning Strategy Topics Goal 4: Realize how companies position their products

Market Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Topics Goal 4: Realize how companies position their products

Market Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Topics Goal 4: Realize how companies position their products

Developing a Positioning Statement ,[object Object],[object Object],Goal 4: Realize how companies position their products

Communicating the Positioning ,[object Object],[object Object],Goal 4: Realize how companies position their products

Segmentation, Targeting, and Positioning

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Segmentation, Targeting, and Positioning