Segmenting, Targeting, and Positioning

Segmenting, Targeting, and Positioning

Streaming Video - 2005
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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.


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