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Identifying a segment is useless if the marketer has limited access to the customer. Develop Measures of Segment Attractiveness 2.

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

Economies and segment knowledge and service are strengths of this approach but risk due to smaller market size is greater. The accuracy and availability of measures of market potential are important.

This is the degree to which an effective marketing program can be bazzt for attracting and serving segments. Differentiated Marketing Segment 3 C. This refers to the degree to which the segments are large or profitable enough to service. Five approaches are possible. Segment Structural Attractiveness Consider effects of: The company must collect and analyze data on current dollar sales, projected sales-growth, and expected profit margins for each market segment.

Auth with social network: Select Target Segment s Market Targeting 3. This refers to the degree to which a market segment can be reached and served.

Company resource limitations figure prominently in actionability issues. As more competitors adopt this practice, fragmentation of the market leads to Niche Marketing. This is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations.


Psychographic segmentation cuts across demographic differences. 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.

Personalities may transcend other differences in markets and may be transferred to products themselves. Consumer needs often vary with demographic variables. Published by Jack Bradley Modified over 3 years ago. Long run attractiveness includes an assessment of current and potential competitors, the threats of substitutes, and the power of buyers and suppliers.

The product’s position is defined by how consumers view it on important attributes. This strategy focuses on the common needs of the market rather than differences in it.

Chapter 7 Segmentimi dhe Pozicionimi në Marketing

In targeting markets to serve the firm must consider its resources markegingut objectives in setting strategy. Age, gender, family size and life cycle, or income Psychographic Social class, lifestyle, or personality Behavioral Occasions, benefits, uses, or responses. Segmentation by common language, religion, or values might be the best way to proceed. My presentations Profile Feedback Log out. Here the seller identifies market segments, selects one or more bazta them, and develops products and marketing mixes tailored to meeting the needs of those selected segments.

Differential — Te ndryshem Segments must bxzat effectively reached and served. Here the seller focuses on subgroups within market segments who may seek a special combination of benefits. This refers to the degree to which the size and purchasing power of the segments can be measured.


Company size can bazxt used. To use this website, you must agree to our Privacy Policyincluding cookie policy. This strategy targets several market segments and designs separate marketing mixes for each of them.

This strategy uses the same marketing mix for the entire market. Psychographic Segmentation divides the market into groups based on social class, life style, or personality characteristics.

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Must be able to attract and serve the segments. Geographic location may be used to group businesses by proximity.

Political and Legal Factors. Building the Right Relationships with the Right Customers.

Company Objectives and Resources. Identify Bases for segmenting the Marketing. Given effective market segmentation, the firm must choose which markets to serve and how to serve them. Still it is usually possible in consumer markets to identify relatively homogeneous portions or segments of the total market according to shared preferences, attitudes, or behaviors that distinguish them from the rest of the market.

To make this website work, we w user data and share it with processors. If you wish to download it, please recommend it to your friends in any social system. This involves forming segments of consumer who have similar needs and buying marketinyut even though they are located in different countries.