Topic 4: Segmentation‚ Targeting & Positioning LEARNING OUTCOMES: Upon completing this topic students should be able to: a) To examine the specific nature of segmentation‚ targeting and positioning. b) Demonstrate an understanding of the inter-related processes of segmentation‚ targeting and positioning c) Relate STP theory to real life marketing situations ************************************************************************************ RECOMMENDED READING: Cavallaro‚ M.‚ (2008)
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MKT202 - INTRODUCTION TO MARKETING GROUP PROJECT ASSIGNMENT TOPIC: MARKETING PLAN Group No. 1 Section-15 Semester: Fall 2012 Submitted to: Mohammad Sakif Amin (Skf) Group Members: Names: T.M. Nafio Nabi Aminul Islam Kaniz Fatema Tanvir Ahmed Manick Mohammad Shuvo ID: 1220582030 1210228030 1220557030 1220602030 1220501030 Date of Submission: 20th December 2012 Page-1 Contents EXECUTIVE SUMMARY .......................................................................
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how the firm deal with competition‚ as well as the external factors that affect the nature of the competition within the industry. Singapore Airlines also segments and targets its market strategically and to push their brand image to a prestige positioning. Table of Contents I. Introduction3 II. Body Customers’ needs‚ wants‚ demand‚ product and market identified for Singapore Airlines. i. Customers’ needs‚ wants and demand 3 ii. Singapore Airlines’ products and market4 Singapore
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Through market segmentation‚ companies divide large heterogeneous markets into smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs. Market segmentation is of two types: A) Segmenting consumer market: There is no single way to segment a market. A marketer has to try different segmentation variables‚ alone and in combination‚ to find the best way to view the market structure. There are four segments of consumer market: 1
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List and describe the main benefits markets receive by segmenting markets. Give examples of how these benefits may be realize. The market develops from mass marketing and product-variety marketing to target marketing. In mass marketing‚ the seller mass produces‚ mass distributes and mass promotes one product to all buyers. At one time‚ Sony product only one type of television for the whole market‚ thus create hard selling. Product-variety marketing‚ the seller produces two or more products that
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L’oreal Group MCD 2050: Marketing 1‚ Major Assignment Astari Deardaza (23756667) Executive Summary L’Oreal is the largest cosmetic group in the world. The company started in 1909 by Eugène Schueller because of the hair dye he invented. Since he opened the company there is a lot of changes happened from the company itself until the changes outside the company such as the macro environment also the microenvironment. Because of the environment changes‚ the way L’Oreal choosing the consumer is
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Introduction “Present day marketing strategy can be summed up in the following three words- segmentation‚ targeting and positioning (STP)” Kotler.P‚ pg278-279. Therefore for the purpose of this paper‚ market segmentation‚ targeting and position will be defined. Following this will be brief explanations on differentiated and concentrated STP strategies. This will then be followed by the case study‚ which being the Accor SA’s internet site. The site will be analysed on how it caters for the different
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further into key customer-driven marketing strategy decisions—how to divide up markets into meaningful customer groups (segmentation)‚ choose which customer groups to serve (targeting)‚ create market offerings that best serve targeted customers (differentiation)‚ and position the offerings in the minds of consumers (positioning). Target marketing is dividing the total market into different segments based on customer characteristics‚ selecting one or more segments‚ and developing products to meet
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consumers with different needs exist. Keeping in view the need and characteristic of different age group mobile user‚ Android used age group as variable for segmenting the market. It created platform to develop Apps for different age groups. Different games like Angry Bird‚ Temple run‚ and networking Apps like Whatsapp‚ Viber etc. were made targeting different age groups. In October 2012‚ there were approximately 700‚000 apps available for Android‚ and the estimated number of applications downloaded
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concentrated marketing B) mass marketing C) market targeting D) segmenting E) differentiation Answer: C Diff: 2 Page Ref: 191 Skill: Concept Objective: 7-1 2) What are the four steps‚ in order‚ to designing a customer-driven marketing strategy? A) market segmentation‚ differentiation‚ positioning‚ and targeting B) positioning‚ market segmentation‚ mass marketing‚ and targeting C) market segmentation‚ targeting‚ differentiation‚ and positioning D) market alignment‚ market segmentation‚ differentiation
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