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Segmentation4
1.
Market Segmentation (chapter
5)
2.
Market Segmentation Process
Decide segmentation strategy Develop product positioning Divide markets on relevant dimensions Determine consumer needs and wants Delineate firm’s current situation Design marketing mix strategy
3.
4.
5.
Positioning Figure 5-6
Traditional Sporty Luxurious Functional Cadillac • • Mercedes Lincoln • Oldsmobile • • Chrysler • Buick Ford • Plymouth • Dodge • Mercury • • Pontiac • BMW • Porsche • Lexus • Chevrolet • Nissan • Toyota • Saturn • VW
6.
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