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Chapter Seven Segmentation, Targeting and Positioning: Building the Right Relationships with the ... - page 2 / 21

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7-2

Segmentation/Positioning

Segment markets.

Identify bases for segmentation.

Develop segmentation profiles.

Target segment(s).

Measure of segment attractiveness.

Select the target segment(s).

Position for target segment(s).

Develop positioning for each segment.

Develop appropriate marketing mix.

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