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Bus169 Kotler Chapter 07

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Market Segmentation
Chapter Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object]
What is a Market? ,[object Object]
Markets ,[object Object],[object Object],[object Object],[object Object]
Three Stages of Marketing ,[object Object],[object Object],[object Object],[object Object]
Cont’d ,[object Object],[object Object],[object Object],[object Object]
Cont’d ,[object Object],[object Object],[object Object]
Cont’d ,[object Object],[object Object],[object Object]
Three Main Steps in Target Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Market Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cont’d ,[object Object],[object Object]
Market Segmentation, Targeting and Positioning
Bases for segmenting Consumer markets ,[object Object],[object Object],[object Object],[object Object]
Analysing Consumer Segments ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object]
Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Which of the following is an example of a behavioural segmentation variable? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Which of the following is an example of a psychographic segmentation variable? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Business Market Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object]
Cont’d ,[object Object],[object Object]
Requirements for Effective Segmentation ,[object Object],[object Object],[object Object]
Cont’d ,[object Object],[object Object]
Evaluating Market Segments ,[object Object],[object Object]
Market Targeting: Evaluating Market Segments ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cont’d ,[object Object],[object Object],[object Object]
Selecting Market Segments ,[object Object],[object Object],[object Object],[object Object],[object Object]
Cont’d ,[object Object],[object Object],[object Object],[object Object]
Cont’d ,[object Object],[object Object],[object Object]
Advantages / Disadvantages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Local Marketing ,[object Object],[object Object],[object Object]
Choosing a Market-Coverage Strategy ,[object Object],[object Object]
Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Differentiation and Positioning ,[object Object],[object Object],[object Object]
Choosing and Implementing a Positioning Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Position of Particular Department Stores
Identifying Possible Competitive Advantage ,[object Object],[object Object],[object Object]
Brand Repositioning Strategies
Differentiation ,[object Object],[object Object],[object Object],[object Object],[object Object]
Choosing the Right Competitive Advantages ,[object Object],[object Object],[object Object]
Which Differences to Promote? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Overall Positioning Strategy ,[object Object],[object Object],[object Object]
Cont’d ,[object Object],[object Object],[object Object],[object Object]
Possible Value Propositions
Communicating and Delivering the Chosen Proposition ,[object Object],[object Object],[object Object],[object Object],[object Object]

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Bus169 Kotler Chapter 07

Hinweis der Redaktion

  1. Relates to objective 1
  2. Relates to objective 1
  3. Relates to objective 1
  4. Relates to objective 1
  5. Relates to objective 1 & 2
  6. Relates to objective 4
  7. Relates to objective 3
  8. Relates to objective 3
  9. Relates to objective 3
  10. Relates to objective 3
  11. Answer B The others are demographic characteristics. Relates to objective 3
  12. Answer D-lifestyle is psychographic. A & B are demographic, C & E are behavourial. Relates to objective 3
  13. Relates to objective 3
  14. Relates to objective 3
  15. Relates to objective 3
  16. Relates to objective 3
  17. Relates to objective 3
  18. Relates to objective 3
  19. Relates to objective 3
  20. Relates to objective 4
  21. Relates to objective 5
  22. Relates to objective 4 & 5
  23. Relates to objective 4
  24. Relates to objective 4
  25. Relates to objective 5
  26. Relates to objectives 4 & 5
  27. Relates to objectives 4 & 5
  28. Relates to objectives 4 & 5
  29. Relates to objective 5
  30. Relates to objective 5
  31. Relates to objective 5