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Market Segmentation and Customer Relationship Marketing

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Segment Segment Rev Variable Cost Marketing. Demand Share per Cust per Cust Expenses ... What is the importance of the marketing mix in the segmentation strategy? 5-10 ... – PowerPoint PPT presentation

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Title: Market Segmentation and Customer Relationship Marketing


1
Market-Based Management, 4th edition
  • Market Segmentation and Customer Relationship
    Marketing

Chapter Five
2
Market Segmentation and Customer Relationship
Marketing
  • Chapter Five
  • -Market Segments Defined and Explained
  • -Needs-Based Market Segmentation
  • - Customer Relationship Marketing
  • - Customer Relationship Management

3
Customer Needs and Market Segmentation
  • What is a Market Segment?
  • Why is Market Segmentation Important?
  • How are Markets Segmented?

4
Business Needs and Market Segmentation
5
Needs-Based Market Segmentation
6
Needs-Based Segmentation and Segment
Identification
  • Why Should Segments be Identified?

7
Segment Attractiveness
  • What Makes a Segment Attractive?

8
Segment Profitability
( )
Segment Segment Rev
Variable Cost Marketing
Demand Share per Cust
per Cust Expenses
X X
- -
NMC
ROS NMC/Segment Sales Revenues
ROI NMC/Segment MS Expenses
9
Segment Positioning
  • How does positioning simplify promotional
    efforts?
  • How does a firm determine if its segmentation
    strategy is meaningful?
  • What is meant by Segment Strategy Acid Test?
  • What is the importance of the marketing mix in
    the segmentation strategy?

10
Segmentation Strategies
11
Customer Relationship Marketing
12
Customer Relationship Management
  • How does a firm justify the use of CRM?
  • CRM vs. Needs-Based Market Segmentation
  • 4 Critical Steps in Developing CRM Programs

13
Takeaways/Review
  • Market Segmentation and Identification
  • Key Steps in the Market Segmentation Process
  • Segmentation Strategies
  • Sub-segment Strategies
  • Customer Relationship Marketing
  • Customer Relationship Management

14
Marketing Performance Tools
Profit Impact of Segment Strategy
15
Marketing Performance Tools
Profit Impact of Customer Relationship Management
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