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Segmentation, Targeting and Positioning - page 4 / 20

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4 / 20

What have we learned and What’s New?

What marketing is

Strategic planning and marketing process

Digitization – Customer connection

Complex environments in which marketing operates

What’s New (Key marketing strategy decisions)

How to divide up markets into meaningful customer groups (market segmentation)

Select which customer groups (one or more) to serve (target marketing)

Create marketing offers that best serve targeted customers (positioning)

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