MarketingManagement.pdf

Segmenting Consumer and Business Markets 147 Market-Segmentation Procedure Marketers use a three-step procedure for identifying ...

148 CHAPTER8IDENTIFYINGMARKETSEGMENTS ANDSELECTING TARGET MARKETS Bases for Segmenting Consumer Markets In segmenting consumer m ...

Geographic Region Pacific, Mountain,West North Central,West South Central, East North Central, East South Central, South Atlanti ...

150 CHAPTER8IDENTIFYINGMARKETSEGMENTS ANDSELECTING TARGET MARKETS ➤ Income.Income segmentation is a long-standing practice in su ...

Segmenting Consumer and Business Markets 151 (who consider tradition and duty very important), altruists (who are interested in ...

152 CHAPTER8IDENTIFYINGMARKETSEGMENTS ANDSELECTING TARGET MARKETS brands. For this reason, marketers must carefully interpret wh ...

Segmenting Consumer and Business Markets 153 A company should first decide which industries it wants to serve. Then, within a ch ...

154 CHAPTER8IDENTIFYINGMARKETSEGMENTS ANDSELECTING TARGET MARKETS IBM, already successful in marketing to corporate giants, is o ...

Market Targeting Strategies 155 MARKET TARGETING STRATEGIES Once the firm has identified its market-segment opportunities, it is ...

156 CHAPTER8IDENTIFYINGMARKETSEGMENTS ANDSELECTING TARGET MARKETS promises to be a moneymaker. This multisegment coverage strate ...

Market Targeting Strategies 157 tersegmentationto broaden their customer base. Smith Kline Beecham introduced Aquafresh toothpas ...

158 CHAPTER8IDENTIFYINGMARKETSEGMENTS ANDSELECTING TARGET MARKETS Not all attempts to target children, minorities, or other segm ...

Notes 159 See Tevfik Dalgic and Maarten Leeuw, “Niche Marketing Revisited: Concept, Applications, and Some European Cases,”Euro ...

160 CHAPTER8IDENTIFYINGMARKETSEGMENTS ANDSELECTING TARGET MARKETS Christina Del Valle, “They Know Where You Live—and How You Bu ...

E very company, regardless of size, must research and create new products to main- tain or build sales. Why? Customers want new ...

162 CHAPTER9POSITIONINGPRODUCTSTHROUGH THELIFECYCLE lasts forever. The key to setting one offering apart from competing offers t ...

Managing New Products: Ideas to Strategy 163 spend $20 million to $50 million to develop and advertise one new product—it is a w ...

164 CHAPTER9POSITIONINGPRODUCTSTHROUGH THELIFECYCLE description states the product idea, the target market, and the competition, ...

Managing New Products: Ideas to Strategy 165 Concept Testing Concept testing involves presenting the product concept to appropri ...

166 CHAPTER9POSITIONINGPRODUCTSTHROUGH THELIFECYCLE pany objectives. If they do, the product concept can move to the product-dev ...