Segmenting, Targeting, and PositioningStreaming Video - 2005
No product can be all things to all people-not even Wheelie Cheese. In this program, the principles of carving up a market are addressed. Topics under investigation include market characteristics such as demographics, lifestyle, usage level, geographic area, and benefits sought; the 80/20 Principle; undifferentiated, concentrated, and differentiated targeting strategies; and positioning strategies based on benefit, user, occasion of use, product class, price and quality, and competitor.
Publisher: New York, N.Y. : Films Media Group, , c1998