Marketing Segmentation (Byte Size Skills Course)

Course

In Bude

£ 69 + VAT

Description

  • Type

    Course

  • Location

    Bude

Marketing Segmentation Course It was Henry Ford who was described as both the world's best and the world's worst marketer. The design development and launch of the black Ford Model T was classic marketing. Henry Ford identified a need for an automobile that, whilst a luxury, should be affordable. The development of mass-production techniques to produce the car was a planned strategy to enable the Model T to be marketed at an affordable price for the mass market. Ford became the dominant car producer in a matter of years, in an apparently unassailable market position. Whilst Henry Ford's entrepreneurial vision should be applauded, his subsequent product strategy misfired! Consumers could own a Ford T as long as they wanted it in black in the only available model. Whilst undoubtedly a quality car, the Model T did not meet all the needs of the market. Chevrolet recognised this opportunity and developed a product range that offered the consumer choice and the opportunity to upgrade the model. The identification of unmet market needs enabled Chevrolet to penetrate into and subsequently dominate the American automobile market. Chevrolet succeeded where Ford failed by analysing and segmenting its market and developing products that more closely met individual consumer needs. The case history of the Model T offers us the opportunity to understand the importance of meeting consumer needs. More importantly, it introduces you to some of the marketing terminology that will be introduced in this course. After participating in this course, you should be able to: identify the benefits to the marketer of segmenting the market identify the consumer demand category represented by a specific market select the most appropriate method of market segmentation in a specific case analyse the market segmentation strategy adopted by a...

Facilities

Location

Start date

Bude (Cornwall)
Stonebridge House, Ocean View Road, EX23 8ST

Start date

On request

Questions & Answers

Add your question

Our advisors and other users will be able to reply to you

Who would you like to address this question to?

Fill in your details to get a reply

We will only publish your name and question

Reviews

Subjects

  • IT
  • Marketing Segmentation
  • Marketing
  • Skills and Training

Course programme

Syllabus

Introduction


Objectives

Section 1: Identifying Customer Needs


Why is market segmentation necessary?


The process of market segmentation


Section 2: Consumer Market Segmentation


Demographics


Socio-economic grade


Psychographics


Benefits sought


Geodemographics

Section 3: Industrial Market Segmentation


The differences between consumer and industrial markets


Segmentation criteria


Models of industrial market segmentation

Section 4: Targeting


Evaluating segments


Selecting target markets


Relationship between market segment and company objectives

Section 5: Product Positioning


What is positioning?


Determining a product's position

Summary

Tutor-marked Question Paper

Sample Course Materials

Please click on the logo below to view a few sample pages of the course materials we provide. Whilst this is only a few sample pages, we do hope that it will give you some idea of the quality of the materials we provide. If you have anymore queries in relation to the course materials, please feel free to contact one of our friendly course advisors who will be more than happy to deal with any queries that you may have.

Click to View

Study Hours

This is only an approximate figure and is dependant upon how much time you can dedicate to your studies and how well you grasp the learning concepts in the course material. Furthermore, at the end of each lesson there is a question paper that needs to be completed and returned to your tutor. You should allow at least 1 - 2 hours of study to complete each question paper.

The approximate amount of time required to complete the course is: 20 hrs.

Marketing Segmentation (Byte Size Skills Course)

£ 69 + VAT