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Market Segmentation Study Guide Geoff Fripp

Market Segmentation Study Guide

Geoff Fripp

Published June 15th 2015
ISBN :
Kindle Edition
202 pages
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 About the Book 

A comprehensive guide to market segmentation, targeting, positioning and perceptual maps. Written in a straightforward easy-to-read style by a marketing lecturer from The University of Sydney. Designed for marketing students and practitioners.TopicsMoreA comprehensive guide to market segmentation, targeting, positioning and perceptual maps. Written in a straightforward easy-to-read style by a marketing lecturer from The University of Sydney. Designed for marketing students and practitioners.Topics include:Understanding the Segmentation, Targeting, Positioning (STP) ProcessReasons why firms segment marketsThe criteria for effective segmentationMarket segmentation examplesHow to segment a marketUnderstanding Targeting and Target MarketsWhat is a target market?Why are target markets important?How are target markets evaluated?The target market selection processMain evaluation criteria for target marketsUnderstanding Product PositioningWhat is positioning?Positioning and the STP processWhy is positioning important?What are the main ways to position a product?Main Categories of positioningWhy repositioning is used?The difficulties of successfully repositioningExamples of RepositioningReposition or introduce a new brand?Introduction to Perceptual MapsWhat is a perceptual map?The main types of perceptual maps