The most useful graphic in your notes this week is this one.
1) Step one involves slicing of the market into groups of customers with commons needs and characteristics (Segmentation). We use five different variable to do this. 2) Step two uses four criteria to find the “right” target market. (Target Marketing) 3) Step three involves designing the product/service mix so it creates a unique image in the customer’s minds. (Positioning).
That is how the chapters in this module fit together and we will spend two weeks discussing the module in class…….including the Segmentation Game 🙂