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S_leve3 S_leve3
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9 years ago
Segment Identification-For each needs-based segment, determine which demographics, lifestyles, and usage behaviors make the segment distinct and identifiable (actionable).
3) Segment Attractiveness-Using predetermined segment attractiveness criteria (such as market growth, competitive intensity, and market access), determine the overall attractiveness of each segment.
4) Segment Profitability-Determine segment profitability.
5) Segment Positioning-For each segment, create a "value proposition" and product-price positioning strategy based on that segment's unique customer needs and characteristics.
6) Segment "Acid Test"-Create "segment storyboard" to test the attractiveness of each segment's positioning strategy.
7) Marketing-Mix Strategy-Expand segment positioning strategy to include all aspects of the marketing mix: product, price, promotion, and place.
Page Ref: 231
Objective:  3
Difficulty:  Moderate

128) Briefly describe single-segment concentration with an example.
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milestone23milestone23
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