'Benefits sought' presentation slideshows

E-Marketing 5/E Judy Strauss and Raymond Frost

E-Marketing 5/E Judy Strauss and Raymond Frost. Chapter 8: Segmentation and Targeting Strategies. Chapter 8 Objectives. After reading Chapter 8, you will be able to: Outline the characteristics of the three major markets for e-business.

293 views • 25 slides

Segmenting, Targeting & Positioning

Segmenting, Targeting & Positioning. MKTG 201: First Semester, 2010. Week 6 Reading: Chapter 9 up to p. 245 only. Lecture Overview Segmentation Targeting Positioning. Basic Definitions. Market Segments A group of consumers with similar wants and needs

233 views • 21 slides

Dr. Darrel Muehling

272 views • 19 slides

Chapter 8 Objectives

Chapter 8 Objectives. After reading Chapter 8, you will be able to: Outline the characteristics of the three major markets for e-business. Explain why and how e-marketers use market segmentation to reach online customers. List the most commonly used market segmentation bases and variables.

292 views • 19 slides

The STP Approach

The STP Approach. Segmentation has two phases: Phase 1 Segment the market using demand variables (e.g., customer needs, wants, benefits sought, problem solutions desired, and usage situations).

187 views • 5 slides

The STP Approach

The STP Approach. Segmentation has two phases: Phase 1 Segment the market using demand variables (e.g., customer needs, wants, benefits sought, problem solutions desired, and usage situations).

133 views • 5 slides