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Segmentation, Targeting and Positioning Lecture Notes

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What is Segmentation? •What are some Segmentation Methods? • Seeking New Segments •What is Targeting? •What is Positioning? • Business Case: Nike and Market Positioning

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JAMES COOK UNIVERSITY SINGAPORE
Course
MGMT081











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JAMES COOK UNIVERSITY SINGAPORE
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Uploaded on
November 5, 2022
Number of pages
63
Written in
2021/2022
Type
Class notes
Professor(s)
Dr. drew franklin
Contains
All classes

Subjects

  • segmentation
  • positioning
  • targeting

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Segmentation, Targeting and Positioning
MKTG860 Marketing Management, Week Three Lecture
Dr Drew Franklin

,Agenda, Today
• What is Segmentation?
• What are some Segmentation Methods?
• Seeking New Segments
• What is Targeting?
• What is Positioning?
• Business Case: Nike and Market Positioning

,Market Segmentation

, Segmentation, Targeting and Positioning
• Segmentation asks the question: “Who are the
different groups of people we serve, and how do we
determine this?”
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