Marketing Segmentation (Byte Size)
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Marketing Segmentation (Byte Size)

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Syllabus

Introduction


Objectives

 

Section 1: Identifying Customer Needs


Why is market segmentation necessary?


The process of market segmentation


Section 2: Consumer Market Segmentation


Demographics


Socio-economic grade


Psychographics


Benefits sought


Geodemographics

 

Section 3: Industrial Market Segmentation


The differences between consumer and industrial markets


Segmentation criteria


Models of industrial market segmentation

 

Section 4: Targeting


Evaluating segments


Selecting target markets


Relationship between market segment and company objectives

 

Section 5: Product Positioning


What is positioning?


Determining a product's position

 

Summary

 

Tutor-marked Question Paper

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