Lect3_presentation（18页）.pptVIP

Lecture 3: Market Segmentation, Targeting and Positioning  Lecture Objectives Segmentation - what/why/how? Target market strategies Positioning and re-positioning strategies The advantages of market segmentation The process of market segmentation and target marketing Segmenting consumer markets Claritas Lifestyle data helps to segment and target markets. Segmenting organizational markets Target marketing strategies Undifferentiated marketing Example of Undifferentiated Strategy Example Target marketing strategies Differentiated marketing Example of Differentiated Strategy Target marketin