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  © 2015 by Pearson Education Global Marketing Warren J. Keegan Mark C. Green Global Marketing Warren J. Keegan Mark C. Green Segmentation, Targeting, and PositioningChapter 7 7-1  Learning Objectives ã Identify like groups of potential customers ã Choose the groups to target ã Use product-market grid ã Segment markets ã Position the brand in the mind of the customer © 2015 by Pearson Education7-2  Market Segmentation ã Represents an eort to identify and categorize groups of customers and countries according to common characteristics Americans spent almost $55 billion on 83.3 million dogs in 203.! o o#ns # om © 2015 by Pearson Education7-3  %argeting ã  The process of ealuating segments and focusing marketing eorts on a country! region! or group of people that has signi cant potential to respond ã #ocus on the segments that can be reached most eectiely! e$ciently! and pro tably © 2015 by Pearson Education7-4
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