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Market Segmentation and Positioning Training
Learning Objectives
Why segmentation is important: concepts and benefits
Design of market research studies from start to finish: templates and tools
How to position
How to communicate results of the study to decision makers
Who Should Attend
Typical participants include marketing managers, business development managers, product managers, market research managers and analysts, and planners
Benefits of Attending
You'll learn how to
Create a successful strategy
Avoid costly mistakes
Conduct strategic research and get critical market information
Create a defensible and profitable competitive position in the market
Find new opportunities
Differentiate your products and services from your competitors
Content
These topics are included:
Strategic Market Planning
New Product and Service Development
Finding Opportunities
Pricing Strategy
Market Positioning
Market Segmentation
Consumer vs. Business Markets
Market Segmentation and Positioning Research
History and Overview
The Benefits of Segmentation
Segmentation Methods and Tools
Planning a Segmentation Project
Overcoming Obstacles and Problems of Segmentation
Business and Industrial Market Segmentation
Consumer Segmentation
Product vs. Service Segmentation
Business Segmentation Bases
Consumer Segmentation Bases
Attitudinal and Psychographic Segmentation
Concepts of Segmentation
Segmentation Strategies
Competitive Strategy
Key Success Factors
Designing Segmentation Studies/Research
Survey Instrument Design
Conducting the Research
Analytical Options in Segmentation Research
Target Market Selection and Positioning
Preparing and Presenting the Results of the Study
Interpretation and Implementation of the Research
Case Studies
Special Topics in Market Segmentation
Data Bases
Interviewing
Data Mining
Format
The two day seminar includes a mix of lectures, discussion, case studies, and real-world examples to intensify your learning experience. All materials are provided. Case studies will be distributed before the program begins: please read them prior to attending class.
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