6 Market Segmentation and Positioning Positioning is not what you do to a product; it is what you do to the mind of a prospect. Ries and Trout (1972) Learning outcomes After reading this chapter‚ you will be able to: ✔ Describe the principles of market segmentation and the STP process. ✔ Explain the characteristics and differences between market segmentation and product differentiation. ✔ Explain how market segmentation can be undertaken in both consumer and business-to-business
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Written Report of Assessment One Module : MKT10901 Emerging Markets (Hong Kong) Topic : Emerging Market in Russia Local Tutor is Stephen Li (s.li@cityu.edu.hk) Student Name : Huen Ho Ki Edinburgh Napier University student no. : 40073098 Scope‚ City University of Hong Kong student no. : 52652990 Word Count : 1982 Executive Summary Russia is a country which has rich natural resource with Europe’s largest population of more than 140 million‚ this shows Russia’s heavy weight as a player
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“Super Size Me” My perception of the importance of having a healthy diet and an active life Style after watching the documentary has change greatly. One would say that eating “fast food” a couple of times during a week or during a month cannot cause much damage to someone’s health‚ but in view of how Director Morgan Spurlock’s health went through significant changes with possibilities of developing serious health issues or having aftereffects that would not disappear even when returning to his normal
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residual equity of LIN Broadcasting (See Exhibits 1 & 2). The most critical assumptions impacting value were: 1) discount rate and 2) terminal growth rate. We relied on discount rates between 10.0% and 11.0% based on our analysis of the stand alone AT&T WACC (10.4%)‚ the stand alone McCaw WACC (12.3%)‚ and a blended calculation (11.1%). We chose growth rates between 3.0% and 4.0% as an estimate of the perpetual growth of FCF (implied Value/POP was approximately $300‚ high by industry standards) (See
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the most important benefits and risks associated with diversification into global markets. There are benefits and there are risks associated with diversification into global markets. Diversification into global markets means a company is seeking to have the control in one central area instead of in many different areas because ultimately they are seeking to control their costs. The main advantage of a global market is that a company does not need to make a lot of variations of a product. They can
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TABLE OF CONTENTS 1. MARKET PROBLEM FOR RESEARCH 2 1.1 Introduction 2 1.2 Background 2 2. SECONDARY RESEARCH 3 3. PROBLEM STATEMENT 4 4. METHODOLOGY 5 4.1 Research Method 5 4.2 Instrument Development 5 4.3 Sampling 5 4.4 Fieldwork 6 4.5 Data Analysis Method 6 5. INTERPRETATION OF FINDINGS 7 5.1 Research Objective 1: 7 5.1.1 Technological devices currently owned by tertiary students 7 5.1.2 Technological device(s) that tertiary students currently use
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My Market Research Plan Name: Yurin Tavares Name and description of business: The business is an online clothing brand that sells products like beanies‚ hats‚ jumpers or t shirts exclusive to the brand. Purpose of the market research (eg to understand the behaviour of my customers‚ to find out who my competitors are and what they are doing‚ to understand what the market is like that I am entering etc) The purpose of this market research is to have an important knowledge about the market that
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TARGET MARKETS Market Analysis Target Market - Your target customers are those who are most likely to buy from you. Target Marketing can– Help in Clearer understanding of markets needs‚ wants and desires More specific and effective use of marketing resources (e.g. budget‚ time expertise) More strategic approach Maximize profit. Importance Steps of Market Analysis: Market Segmentation Market Size Market Dynamics Competitors Historical Background Emerging Trends Market Share
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Booker T. Washington Born as Booker Taliaferro on April 5‚ 1856 to a slave named Jane and her white master‚ Booker T. Washington grew to become a prominent African American educator‚ author‚ and author‚ as well as advisor to Republican presidents (Wiki). He was considered the most significant black educator due to his control over the flow of funds to black schools and universities (Wormser). After the Emancipation Proclamation led them to be freed‚ Jane moved her family to rejoin her husband in
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Adidas is a world recognised company which manufactures shoes and sport apparel. It was founded by two brothers Adi and Rudolf Dassler in Germany in 1924 when it was first known as Dassler shoes. During the Olympics the company gained recognition with the Dassler shoes being seen. In 1948 Rudolf left to start his own company which is known as Puma today. Adi Dassler came up with the three famous stripes logo and Adidas name once his brother left which became a trademark for Adidas. In 1978 Adi Dassler
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