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involves aggregating prospective buyers into groups that have common needs and will respond similarly o a marketing action
the relatively homogeneous groups of prospective buyers that result from the market segmentation process
one product and multiple market segments
when an organization produces only a single product or service and attempts to sell it to two or more market segments, it avoids the exra costs of developing and producing additional versions of the product
Multiple Products and Multiple Market Segments
when an organization produces multiple products or services and attempts to sell it to two or more market segments
tailoring goods or services to the tastes of individual cusomers on a high-volume scale
potential for increased profit (substantial)
maximizes the opportunity for future profit and return on investment
similarity of needs of potential buyers within a segment (homogeneous within)
potential buyers within a segment should be similar in terms of common needs that, in turn, leads to a common marketing action, such as product features sought or advertising media used.
difference of needs of buyers among segments (heterogeneous beween)
if the needs of the various segments aren't very different, combine them into fewer segments. a different segment usually requires a differen marketing action that, in turn, means greater costs.
potential of a marketing action to reach a segment (operational)
reaching a segment requires a simple but effective marketing action. if no such action exists, don't segment
gender, age, race/ethnicity, life stage, birth era, household size, marital status, income, educational, occupation
retail store type, direct marketing, product features, usage rate, user status, awareness/intentions
concept that suggests 80 percent of a firm's sales are obtained from 20 percent of its customers
a framework to relate the market segments of potential buyers to products offered or potential marketing actions by an organization
the place a product occupies in consumers' minds on important attribues relative to competitive products
changing the place a product occupies in a consumer's mind relative to competitive products
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