ch 8 identifying market segments and targets
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TRANSCRIPT
TOP 10 Learning Concepts
Ch 8: Identifying Market Segments and Targets
Myrtle FrantillaMarch 31, 2011
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OutlineTop 10 Learning Concepts of Identifying Market Segments and Targets.
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1. Four Levels of Micro Marketing2. Steps in Segmentation Process3. Effective Segmentation Criteria4. Segmenting Consumer Markets5. Segmenting Business Markets6. Demographic Segmentation7. Behavioral Segmentation8. Loyalty Status9. The Brand Funnel Illustrates variations in the Buyer-
Readiness Stage10. The Conversion Model
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Concept 1
Four Levels of Micro Marketing
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Concept 1
Four Levels of Micro Marketing
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Segments
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Concept 1
Four Levels of Micro Marketing
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Segments
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Concept 1
Four Levels of Micro Marketing
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Segments Niches
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Concept 1
Four Levels of Micro Marketing
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Segments Niches
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Concept 1
Four Levels of Micro Marketing
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Segments Niches
Local Areas
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Concept 1
Four Levels of Micro Marketing
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Segments Niches
Local Areas
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Concept 1
Four Levels of Micro Marketing
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Segments Niches
Local Areas Individuals
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Concept 1
Four Levels of Micro Marketing
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Segments Niches
Local Areas Individuals
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Concept 2
Steps in Segmentation Process
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Concept 2
Steps in Segmentation Process
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Needs-based Segmentation
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Concept 2
Steps in Segmentation Process
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Needs-based Segmentation
Segment Identification
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Concept 2
Steps in Segmentation Process
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Needs-based Segmentation
Segment Identification
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Concept 2
Steps in Segmentation Process
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Needs-based Segmentation
Segment Identification
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Concept 2
Steps in Segmentation Process
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Segment Attractiveness
Needs-based Segmentation
Segment Identification
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Concept 2
Steps in Segmentation Process
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Segment Attractiveness
Needs-based Segmentation
Segment Identification
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Concept 2
Steps in Segmentation Process
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Segment Attractiveness
Needs-based Segmentation
Segment Profitability
Segment Identification
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Concept 2
Steps in Segmentation Process
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Segment Attractiveness
Needs-based Segmentation
Segment Profitability
Segment Identification
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Concept 2
Steps in Segmentation Process
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Segment Attractiveness
Needs-based Segmentation
Segment Profitability
Segment Positioning
Segment Identification
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Concept 2
Steps in Segmentation Process
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Segment Attractiveness
Needs-based Segmentation
Segment Profitability
Segment Positioning
Segment Identification
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Concept 2
Steps in Segmentation Process
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Segment Attractiveness
Needs-based Segmentation
Segment Profitability
Segment Positioning
Segment Acid Test
Segment Identification
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Concept 2
Steps in Segmentation Process
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Segment Attractiveness
Needs-based Segmentation
Segment Profitability
Segment Positioning
Segment Acid Test
Segment Identification
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Concept 2
Steps in Segmentation Process
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Segment Attractiveness
Needs-based Segmentation
Segment Profitability
Segment Positioning
Segment Acid Test
Marketing Mix Strategy
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Concept 3
Effective Segmentation Criteria
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Concept 3
Effective Segmentation Criteria
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Measurable
Concept 3
Effective Segmentation Criteria
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Measurable
Concept 3
Effective Segmentation Criteria
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Measurable
Concept 3
Effective Segmentation Criteria
Substantial
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Measurable
Concept 3
Effective Segmentation Criteria
Substantial
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Measurable
Concept 3
Effective Segmentation Criteria
Substantial
Accessible
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Measurable
Concept 3
Effective Segmentation Criteria
Substantial
Accessible
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Measurable
Concept 3
Effective Segmentation Criteria
Substantial
Accessible
Differentiable
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Measurable
Concept 3
Effective Segmentation Criteria
Substantial
Accessible
Differentiable
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Measurable
Concept 3
Effective Segmentation Criteria
Substantial
Accessible
Differentiable
Actionable
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Measurable
Concept 3
Effective Segmentation Criteria
Substantial
Accessible
Differentiable
Actionable
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Concept 4
Segmenting Consumer Markets
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Geographic
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Concept 4
Segmenting Consumer Markets
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Geographic
Concept 4
Segmenting Consumer Markets
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Geographic
Demographic
Concept 4
Segmenting Consumer Markets
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Geographic
Demographic
Concept 4
Segmenting Consumer Markets
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Geographic
Demographic
Psychographic
Concept 4
Segmenting Consumer Markets
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Geographic
Demographic
Psychographic
Concept 4
Segmenting Consumer Markets
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Geographic
Demographic
Psychographic
Behavioral
Concept 4
Segmenting Consumer Markets
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Geographic
Demographic
Psychographic
Behavioral
Concept 4
Segmenting Consumer Markets
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Concept 5
Segmenting Business Markets
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Demographic
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Concept 5
Segmenting Business Markets
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Demographic
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Concept 5
Segmenting Business Markets
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Demographic
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Operating Variable
Concept 5
Segmenting Business Markets
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Demographic
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Operating Variable
Concept 5
Segmenting Business Markets
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Demographic
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Operating Variable
Purchasing Approaches
Concept 5
Segmenting Business Markets
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Demographic
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Operating Variable
Purchasing Approaches
Concept 5
Segmenting Business Markets
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Demographic
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Operating Variable
Purchasing Approaches
Situational Factors
Concept 5
Segmenting Business Markets
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Demographic
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Operating Variable
Purchasing Approaches
Situational Factors
Concept 5
Segmenting Business Markets
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Demographic
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Operating Variable
Purchasing Approaches
Situational Factors
Personal Characterstic
Concept 5
Segmenting Business Markets
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Demographic
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Operating Variable
Purchasing Approaches
Situational Factors
Personal Characterstic
Concept 5
Segmenting Business Markets
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Concept 6
Demographic Segmentation
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Concept 6
Demographic Segmentation
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Age and Life Cycle
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Concept 6
Demographic Segmentation
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Age and Life Cycle
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Concept 6
Demographic Segmentation
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Age and Life Cycle
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Concept 6
Demographic Segmentation
Life Stage
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Age and Life Cycle
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Concept 6
Demographic Segmentation
Life Stage
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Age and Life Cycle
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Concept 6
Demographic Segmentation
Life Stage
Gender
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Age and Life Cycle
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Concept 6
Demographic Segmentation
Life Stage
Gender
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Age and Life Cycle
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Concept 6
Demographic Segmentation
Life Stage
Gender
Income
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Age and Life Cycle
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Concept 6
Demographic Segmentation
Life Stage
Gender
Income
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Age and Life Cycle
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Concept 6
Demographic Segmentation
Life Stage
Gender
Income
Generation
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Age and Life Cycle
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Concept 6
Demographic Segmentation
Life Stage
Gender
Income
Generation
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Age and Life Cycle
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Concept 6
Demographic Segmentation
Life Stage
Gender
Income
Generation
Social Class
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Age and Life Cycle
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Concept 6
Demographic Segmentation
Life Stage
Gender
Income
Generation
Social Class
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Concept 7
Behavioral Segmentation
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Concept 7
Behavioral Segmentation
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Decision Roles
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Concept 7
Behavioral Segmentation
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Decision Roles Behavioral Variable
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Concept 7
Behavioral Segmentation
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Decision Roles
• Initiator
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Concept 7
Behavioral Segmentation
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Decision Roles
• Initiator
• Influencer
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Concept 7
Behavioral Segmentation
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Decision Roles
• Initiator
• Influencer
• Decider
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Concept 7
Behavioral Segmentation
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Decision Roles
• Initiator
• Influencer
• Decider
• Buyer
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Concept 7
Behavioral Segmentation
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Decision Roles
• Initiator
• Influencer
• Decider
• Buyer
• Seller
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Concept 7
Behavioral Segmentation
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Decision Roles
• Initiator
• Influencer
• Decider
• Buyer
• Seller
Behavioral Variable• Occasions
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Concept 7
Behavioral Segmentation
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Decision Roles
• Initiator
• Influencer
• Decider
• Buyer
• Seller
Behavioral Variable• Occasions
• Benefits
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Concept 7
Behavioral Segmentation
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Decision Roles
• Initiator
• Influencer
• Decider
• Buyer
• Seller
Behavioral Variable• Occasions
• Benefits
• User Status
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Concept 7
Behavioral Segmentation
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Decision Roles
• Initiator
• Influencer
• Decider
• Buyer
• Seller
Behavioral Variable• Occasions
• Benefits
• User Status
• User Rate
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Concept 7
Behavioral Segmentation
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Decision Roles
• Initiator
• Influencer
• Decider
• Buyer
• Seller
Behavioral Variable• Occasions
• Benefits
• User Status
• User Rate
• Buyer Readiness
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Concept 7
Behavioral Segmentation
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Decision Roles
• Initiator
• Influencer
• Decider
• Buyer
• Seller
Behavioral Variable• Occasions
• Benefits
• User Status
• Buyer Readiness• Loyalty Status
• User Rate
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Concept 7
Behavioral Segmentation
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Decision Roles
• Initiator
• Influencer
• Decider
• Buyer
• Seller
Behavioral Variable• Occasions
• Benefits
• User Status
• Buyer Readiness• Loyalty Status
• User Rate
• Attitude
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Concept 8
Loyalty Status
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Concept 8
Loyalty Status
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Concept 8
Loyalty Status
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Hardcore
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Concept 8
Loyalty Status
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Hardcore
Split Loyals
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Concept 8
Loyalty Status
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Hardcore
Split Loyals
Shifting Loyals
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Concept 8
Loyalty Status
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Hardcore
Split Loyals
Shifting Loyals
Switchers
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Concept 9The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage
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Concept 9The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage
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1. Aware
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Concept 9The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage
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1. Aware
2. Ever tried
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Concept 9The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage
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1. Aware
3. Recent trial
2. Ever tried
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Concept 9The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage
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1. Aware
3. Recent trial
2. Ever tried
4. Occasional User
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Concept 9The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage
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1. Aware
3. Recent trial
2. Ever tried
4. Occasional User
5. Regular User
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Concept 9The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage
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1. Aware
3. Recent trial
2. Ever tried
4. Occasional User
5. Regular User
6. Most Often User
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Concept 9The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage
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1. Aware
3. Recent trial
2. Ever tried
4. Occasional User
5. Regular User
6. Most Often User
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Concept 10
The Conversion Model
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Users
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Concept 10
The Conversion Model
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Users
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Concept 10
The Conversion Model
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Users Convertible
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Concept 10
The Conversion Model
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Users ShallowConvertible
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Concept 10
The Conversion Model
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Users AverageShallowConvertible
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Concept 10
The Conversion Model
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Users AverageShallowConvertible Entrenched
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Concept 10
The Conversion Model
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Users AverageShallowConvertible Entrenched
Non-Users
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Concept 10
The Conversion Model
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Users AverageShallowConvertible Entrenched
Non-Users
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Concept 10
The Conversion Model
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Users AverageShallowConvertible Entrenched
Non-UsersStrongly
Unavailable
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Concept 10
The Conversion Model
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Users AverageShallowConvertible Entrenched
Non-UsersStrongly
UnavailableWeakly
Unavailable
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Concept 10
The Conversion Model
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Users AverageShallowConvertible Entrenched
Non-UsersStrongly
UnavailableWeakly
Unavailable Ambivalent
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Concept 10
The Conversion Model
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Users AverageShallowConvertible Entrenched
Non-UsersStrongly
UnavailableWeakly
Unavailable Ambivalent Available
Summary
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1. Four Levels of Micro Marketing2. Steps in Segmentation Process3. Effective Segmentation Criteria4. Segmenting Consumer Markets5. Segmenting Business Markets6. Demographic Segmentation7. Behavioral Segmentation8. Loyalty Status9. The Brand Funnel Illustrates variations in the Buyer-
Readiness Stage10. The Conversion Model
TOP 10 Learning Concepts
Ch 8: Identifying Market Segments and Targets
Myrtle FrantillaMarch 31, 2011
http://myrtlefrantilla.blogspot.com/ 114