TAILIEUCHUNG - Lecture Marketing (12/e): Chapter 9 – Kerin, Hartley, Rudelius

Chapter 9 - Market segmentation, targeting, and positioning. After reading chapter 9, you should be able to: Explain what market segmentation is and when to use it; identify the five steps involved in segmenting and targeting markets; recognize the bases used to segment consumer and organizational markets; develop a market-product grid to identify a target market and recommend resulting marketing actions. | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LO 9-3 LO 9-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 9, YOU SHOULD BE ABLE TO: LO 9-1 Explain what market segmentation is and when to use it. Identify the five steps involved in segmenting and targeting markets. Recognize the bases used to segment consumer and organizational (business) markets. 9- LO 9-5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 9, YOU SHOULD BE ABLE TO: LO 9-4 Develop a market-product grid to identify a target market and recommend resulting marketing actions. Explain how marketing managers position products in the marketplace. 9- ’S STRATEGY: SEGMENTS + SERVICE = “WOW” A Clear Market Segmentation Strategy Delivering WOW Customer Service 9- Product Differentiation Market Segmentation Market Segments Segmentation: Linking Needs to Actions The Zappos Segmentation Strategy WHY SEGMENT

• Marketing - Bán hàng
• Targeting markets
• Market segmentation
• Marketing process
• Lecture Marketing
• Managing the marketing process
• Strategic marketing
• Marketing environment
• Marketing research
• Targeting marketing opportunities
• Global marketing
• Lecture Global marketing
• Global marketing environments
• Global marketing strategies
• Global markets
• Positioning for global markets
• Targeting for global markets
• Satisfying marketing opportunities
• Organizational markets
• Business marketing
• The economics of money
• Financial markets
• Thị trường tài chính
• Bài giảng Tiền tệ ngân hàng
• Monetary Policy Strategy
• Exchange Rate Targeting
• Progesterone Resistance
• Resistance and Targeting
• Progesterone Receptors
• Involvement
• Prostaglandins
• Pathophysiology of Endometriosis
• Segment consumer markets
• Principles of Marketing
• Lecture Principles of Marketing
• Marketing strategy
• Segmenting international markets
• Strategic planning
• Competitive advantage
• Social responsibility
• The marketing environment
• Consumer decision making