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Essay / Research Paper Abstract
A 3 page paper defining and discussing market segmentation, target marketing and positioning. The paper uses Nike as an example in both of the questions answered in this paper. Bibliography lists 4 sources.
Page Count:
3 pages (~225 words per page)
File: CC6_KSmktgQuSeg.rtf
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Unformatted sample text from the term paper:
What damage will be done to a companys target market and positioning efforts if markets are incorrectly segmented? Market segmentation is the process
by which the total possible market for a good or service is divided into smaller groups, each defined by a set of distinct characteristics. Thus all individuals constitute the
possible market for pharmaceuticals; those over the age of 50 or so have been identified as being a segment of the market most interested in cholesterol.
Once market segments are identified, the organization chooses one or two that it will target with its marketing activities (Market Segmentation, Targeting and Positioning). Marketing which
addresses only a limited segment of the total possible market is target marketing. Positioning refers to the customers perception of the good or
service relative to his perception of other goods or services in the same category. Product positioning will vary according to how the organization wants its products to be perceived
by the consumer, and it is the final step in the segmentation and targeting process (Market Segmentation, Targeting and Positioning). Several years ago,
Nike and Reebok traded leading positions in their industry and each marketed to teens using star athletes. One of the primary characteristics by which Nike segmented its market was
interest in professional sports; another was age. The companys primary target market thus became teens who would convince their parents to buy them the shoes that Nike marketing was
designed to make them want. Nike depended on athletes to sell its shoes for years, and parents heard little but "Air Jordan, please?" during their back-to-school shopping. That
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