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marketing mgmt Topic 4

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Babasab Patil
Babasab Patil

marketing mgmt Topic 4

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Topic 4: Market Segmentation, Targeting and Positioning
Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Topic Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Topic Overview –cont’d ,[object Object],[object Object],[object Object],[object Object]
Topic Overview –cont’d ,[object Object]
Market Segmentation ,[object Object]
Market Targeting ,[object Object]
Market Positioning ,[object Object]
Steps in Market Segmentation, Targeting, and Positioning 1.Identify bases for segmenting the market 2. Develop profiles of resulting segments 3. Develop measures of Segment attractiveness 4 . Select the target segments 5. Develop positioning for each Target segment 6. Develop marketing mix for each target segment Market Segmentation Market Targeting Market Positioning
MARKET SEGMENTATION ,[object Object],[object Object],[object Object],[object Object]
MARKET SEGMENTATION – CONT’D ,[object Object],[object Object],[object Object],[object Object],[object Object]
MARKET SEGMENTATION – CONT’D ,[object Object],Segment marketing Niche Marketing Micro-marketing Mass Marketing No Segmentation Complete segmentation
MARKET SEGMENTATION – CONT’D ,[object Object],[object Object],[object Object],[object Object],[object Object]
MARKET SEGMENTATION – CONT’D ,[object Object]
MARKET SEGMENTATION – CONT’D ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
MARKET SEGMENTATION – CONT’D ,[object Object],[object Object],[object Object]
MARKET SEGMENTATION – CONT’D ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
MARKET SEGMENTATION – CONT’D ,[object Object],[object Object],[object Object],[object Object],[object Object]
MARKET SEGMENTATION – CONT’D ,[object Object],[object Object],[object Object],[object Object],[object Object]
MARKET SEGMENTATION – CONT’D ,[object Object],[object Object],[object Object]
MARKET SEGMENTATION – CONT’D ,[object Object],[object Object],[object Object],[object Object]
2.0 Bases for Segmenting Consumer Markets –cont’d ,[object Object],[object Object],[object Object]
MARKET SEGMENTATION – CONT’D ,[object Object],[object Object],[object Object],[object Object],[object Object]
MARKET SEGMENTATION – CONT’D ,[object Object],[object Object],[object Object]
MARKET SEGMENTATION – CONT’D ,[object Object],[object Object],[object Object],[object Object],[object Object]
MARKET SEGMENTATION – CONT’D ,[object Object],[object Object],[object Object],[object Object]
MARKET SEGMENTATION – CONT’D ,[object Object],[object Object],[object Object],[object Object],[object Object]
MARKET SEGMNTATION – CONT’D ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
MARKET SEGMENTATION – CONT’D ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
MARKET SEGMENTATION – CONT’D ,[object Object],[object Object],[object Object],[object Object]
MARKET SEGMENTATION – CONT’D ,[object Object],[object Object],[object Object],[object Object],[object Object]
MARKET SEGMENTATION – CONT’D ,[object Object],[object Object],[object Object]
MARKET TARGETING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
MARKET TARGETING –CONT’D ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
MARKET TARGETING –CONT’D ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
MARKET TARGETING –CONT’D ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
POSITIONING FOR COMPETITIVE ADVANTAGE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
POSITIONING AND COMPETITIVE ADVANTAGE -CONT’D ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
POSITIONING FOR COMPETITIVE ADVANTAGE -CONT’D ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
THE END - TOPIC 6

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marketing mgmt Topic 4

  • 1. Topic 4: Market Segmentation, Targeting and Positioning
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  • 9. Steps in Market Segmentation, Targeting, and Positioning 1.Identify bases for segmenting the market 2. Develop profiles of resulting segments 3. Develop measures of Segment attractiveness 4 . Select the target segments 5. Develop positioning for each Target segment 6. Develop marketing mix for each target segment Market Segmentation Market Targeting Market Positioning
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  • 40. THE END - TOPIC 6

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