Peter-Olson Chapter 15
Peter-Olson Chapter 15
Peter-Olson Chapter 15
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6/1/2010<br />
Select Segmentation Strategy<br />
• Four basic segmentation strategy<br />
alternatives<br />
– May decide not to enter the market<br />
– May decide to be a mass marketer instead of<br />
segmenting<br />
– May decide to market to only one segment<br />
– May decide to market more than one segment<br />
and design a separate marketing strategy for<br />
each<br />
<strong>15</strong>-28<br />
Select Segmentation Strategy cont.<br />
• Marketers must have some criteria on which<br />
to base segmentation strategy decisions<br />
– Measurable<br />
– Meaningful<br />
– Marketable<br />
<strong>15</strong>-29<br />
Design Marketing Mix Strategy<br />
• Selecting the target market and designing<br />
the marketing mix go hand-in-hand<br />
• Many marketing mix decisions are made in<br />
conjunction with target market selections<br />
<strong>15</strong>-30<br />
10
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