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Marketing Basics2013 – Jan

By: Ahmed Taha

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Agenda

Marketing Basics› Segmentation› Targeting › Positioning

References.

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Marketing Basic

STP

* Required 4

Marketing Basic

Segment Target Position

* Required 5

Marketing Basic

Segmentation› Demographics segmentation

Income, Population, Age, Gender› Psychographic segmentation

attitudes, Values, LifeStyle

* Required 6

Marketing Basic

Segmentation Continue› Behavior segmentation

Whether they buy or not, use or not usage rates: heavy , medium , light ,

nonuser user status : potential, non user, ex-user,

regulars, first time, user of competitors› Benefit segmentation› Ethnic segmentation

Hispanic , African American

* Required 7

Marketing Basic

Target› Current Segment Size and potential growth › Potential Competition› Feasibility and Compatibility

* Required 8

Marketing Basic

Position› Attribute or benefit› Quality and Price› Use or User› Competition

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Finally……….

STP

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References

Global Marketing 5th Edition