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Market Segmentation Managerial Marketing MAR 331.

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Presentation on theme: "Market Segmentation Managerial Marketing MAR 331."— Presentation transcript:

1 Market Segmentation Managerial Marketing MAR 331

2 Market Segmentation Global Marketing Several segments simultaneously with different marketing mixes

3 Market Segmentation A process of aggregation; pulling together groups of customers who resemble each other. Not really breaking large markets into smaller ones.

4 Market Segmentation Geographic Demographic Psychographic Behavioral

5 Product Differentiation Segmentation focuses on groups of customers. Differentiation emphasizes product differences to attract buyers. Both of these strategies are usually employed at the same time; not always.

6 Segmentation/Differentiation Classic Coke, Caffeine Free Coke, Diet Coke, Caffeine Free Diet Coke, Cherry Coke, Diet Cherry Coke Product Differentiation can occur without segmentation

7 Product Differentiation Cost-Benefit Tradeoff


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