What are the strategy and objectives of segmentation? What are the different segmentation methods? How do we evaluate a segment attractiveness?

Name: MKTG 350 Notes (Chapter 9)
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Chapter 9 Segmentation, Targeting and Positioning *STP Must stay in STP order! Steps of STP Phase 1: Segmentation Step 1: Strategy or Objectives >Check yourself >Derived from mission and where you are currently >Ex: Coke Zero Coke saw a new emerging segment, Healthy Men. Since people began to become more concerned with their health, coke decided that if they tapped into that segment they could make more proﬁt. Coke had to ask themselves “What can we do that ﬁts in with who we are and what we do well?” So they launched Coke Zero. Step 2: Segmentation methods >G