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Chapter 9 Market Segmentation

by: Emanuel Nunez

Chapter 9 Market Segmentation Mar 250

Marketplace > Pace University > Marketing > Mar 250 > Chapter 9 Market Segmentation
Emanuel Nunez
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About this Document

These notes are from chapter 9. There are also interpretations from the professor's lessons as well.
Principles of Marketing
Professor Topol
Class Notes




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This 1 page Class Notes was uploaded by Emanuel Nunez on Thursday March 3, 2016. The Class Notes belongs to Mar 250 at Pace University taught by Professor Topol in Spring 2016. Since its upload, it has received 16 views. For similar materials see Principles of Marketing in Marketing at Pace University.


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Date Created: 03/03/16
Chapter 9 Market Segmentation, Targeting, and Positioning Market Segmentation- involves forming different buyers into groups or segments that have the common needs and they will respond similarly to a marketing action. Product Differentiation- a marketing strategy that involves a firm using different marketing mix actions to help consumers consider the product as being different and better than competing products. Market-Product Grid- framework that relates the marketing segments of possible buyers to products offered. Usage Rate- the quantity consumed (store visits) during a particular period. Example: frequency marketing. 80/20 Rule- a concept that implies that 80 percent of a firm’s sales are earned from 20 percent of its customers. Product Repositioning- also known as rearranging the location a products stays in a consumer’s mind in relation to other products that are competing. Variables to Use in Forming Segments Students  Dorms, sororities (sisterhood), fraternities (brotherhoods)  Apartments  Day Commuters  Night commuters Nonstudents  Faculty and staff  Residents in the area  Workers in the area


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