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59858_Bahan ajar KWU Topik 8a Marketing Aspect 1 STP.pdf

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3/28/2018 TOPIC 8 MARKETING ASPECT 1 STP  Market Segmentation  Market Targeting  Market Positioning Segmentation, Targeting and Positioning Linking Customer Needs to Marketing Action 2 1 3/28/2018 TARGET MARKETI
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  3/28/2018 1 TOPIC 8 MARKETING ASPECT 1 STP  Market S egmentation  Market T argeting  Market P ositioning Segmentation, Targeting and Positioning   Linking Customer Needs to Marketing Action 2  3/28/2018 2 TARGET MARKETING PROCESS 3 WHO TO SERVE ? 3 STEPS: 1.Segmentation 2.Targeting 3.Positioning STP ã Market segmentation: dividing market into distinct groups which will require separate marketing mixes   ã Target marketing: choosing which group(s) to appeal to   ã Market positioning:  creating a clear, distinctive position in the consumer’s mind relative to competition   4  3/28/2018 3 Consumer Market Segmentation ã Geographic: ã Regions ã Size/density ã Climate ã Demographic: ã Age/generation ã Gender ã Family size/life-cycle ã Income ã Occupation ã Religion ã Ethnic srcin ã Psychographic: ã Social class ã Lifestyle ã Personality ã Behavioral: ã Occasions ã Benefits ã User status ã Usage rate ã Loyalty status ã Readiness state ã Attitude toward product 5 Geographic Segmentation ã Divide markets into different geographic units. ã Examples: ã World Region or Country: Middle East, South Asia or Pakistan, India etc. ã Country Region: Punjab, KPK, Sindh, etc. ã City or Metro Size: Lahore, Karachi. ã Population Density: rural, suburban, urban ã Climate: northern areas, southern, tropical 6  3/28/2018 4 Demographic Segmentation ã Use Differences in: ã age, gender, family size, family life cycle, income, occupation, education, race, and religion ã Most frequently used segmentation variable ã Ease of measurement and high availability. 7 Psychographic Segmentation Psychographic segmentation divides a market into different groups based on social class, lifestyle, or personality characteristics. People in the same demographic classification often have very different lifestyles and  personalities. 8
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