Segmentation/Targeting and Positioning Key marketing strategy decision making: How to divide up markets into meaningful customer groups (market segmentation)‚ choose which customer groups to serve (target marketing)‚ and created marketing offers that best serve targeted customers (positioning). A target market consists of a set of buyers who share common needs or characteristics that the company decides to serve. First Segmentation Example: 1 Sony 2 Instead of product managers‚ now
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Ch11-H8566.qxd 8/8/07 2:04 PM Page 222 CHAPTER 11 Market segmentation YORAM (JERRY) WIND and DAVID R. BELL All markets are heterogeneous. This is evident from observation and from the proliferation of popular books describing the heterogeneity of local and global markets. Consider‚ for example‚ The Nine Nations of North America (Garreau‚ 1982)‚ Latitudes and Attitudes: An Atlas of American Tastes‚ Trends‚ Politics and Passions (Weiss‚ 1994) and Mastering Global Markets: Strategies for Today’s
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CASE ASSIGNMENT: COKE ZERO Chapter # 8) Do Real Men Drink Diet Coke? When a couple of marketing managers for Coca-Cola told attorney Elizabeth Finn Johnson that they wanted to sue their Coke Zero colleagues for “taste infringement‚” she was baffled. She tried to talk them out of it‚ but they were determined. They argued that Coca-Cola Classic should be protected from the age discrimination it would suffer with the introduction of a newer‚ younger soft drink that tasted exactly the same as the
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National Geographic: Mysteries Underground The video I reviewed was a National Geographic film called Mysteries Underground. This video was about extraordinary sites there are to see in underground caves. You traveled along with cave explorers and got to see all the beautiful untouched natural formations such as gypsum chandeliers‚ gnarled calcite columns‚ and jewel-like lakes. It showed and talked about all the careful proceders the cave explorers go through. It also talked about how the formations
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Case #14 Coke vs. Pepsi‚ 2001 Synopsis and Objectives Set in December 2000‚ immediately after the merger announcement between PepsiCo‚ Inc.‚ and the Quaker Oats Company‚ this case asks to examine the implications of the merger for the rivalry between the Coca-Cola Company and PepsiCo and for value creation by each firm. Because the merger would allow PepsiCo to control Gatorade‚ which held an 83% share in the sports-drink market‚ PepsiCo would further strengthen its already wide lead
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the true purpose of Market Segmentation – “Discovering Customers whose behaviors can be changed or whose needs are not being met”. Through analysis the authors describe how the Segmentation‚ if properly applied‚ would guide companies in tailoring their products & services to the groups most likely to purchase them. Good segmentations identify the groups most worth pursuing – The Underserved‚ the dissatisfied and those likely to make first time purchase. Good Segmentations are “Dynamic” in the sense
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concentrated segmentation strategy. Tesla should not try to appeal to everyone by engaging in a mass marketing campaign. A concentrated segmentation strategy will allow Tesla to employ its limited resources more efficiently. Tesla needs to study different segmentation methods to better understand the profile of the customers in each segment. Studying and differentiating the segments will allow Tesla to look at the consumer similarities within a segment and dissimilarities across segments. Geographic segmentation
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Customer Segmentation Generally speaking‚ although the company focus on whole population in the world‚ young generation is the target marketed of the company and they also want to show their products with full of youth and energy to their customers. (Pendergrast‚ 1993). Even if there is no specific product or communication for less than 12 or more than 30‚ the brand succeed in reaching them‚ through partnerships for example (restaurants‚ fast foods such as McDonald’s) or thanks to its value among
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Amazon.com‚ Inc. is considered as the leading e-commerce retailer in the United States possessing over $70 billion revenue in 2015. The company maintains a lean focus on increasing its operating income by constantly raising its revenue and managing its working capital and expenditures. Thus‚ the Amazon’s customer base demonstrates a constant increase‚ mainly because of the low costs; however‚ prices are not the sole contributor to its success (Becker‚ Uhr‚ Vering‚ & Ehlers‚ 2001). Amazon pursues
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COCA-COLA Believe in Happier Tomorrow This new ad commercial launched in December 2011 by Coca-Cola was christened as "Believe in happier tomorrow". The Beverage giant continued with the same message of “Open Happiness” unlike its rival Pepsi who keeps changing their theme (From Youngistan to Wow). This ad‚ as stated earlier‚ is more or less on the same lines with its Diwali Counterpart where the main theme was to spread happiness and feeling of togetherness. It was fashioned to spawn the
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