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This course is all about how to segment the market to take advantage of market heterogeneity. The course will review different bases for market segmentation including demographics, psychographics, and lifestyles. We will also review segmentation by product and price.
Segmenting the Market with Jagdish Sheth
了解顶级公司的员工如何掌握热门技能
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本课程是 Creating a Differential Competitive Advantage -Jagdish Sheth 专项课程 专项课程的一部分
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该课程共有3个模块
This lecture focuses on how companies use segmentation to grow revenues, to reduce costs, to add value to their products and not as a tool to compete. It then explains in detail the basis for segmentation and the three methodologies for segmenting the market namely demographics, psychographics, and buy-o-graphics.
涵盖的内容
19个视频4篇阅读材料2个作业2个讨论话题
This lecture describes and discusses in detail differentiating strategies that companies can use to create differentiation in Product, Price, Place, Promotion, Process, People and, Purpose. It then explores each of these areas in-depth by illustrating cross-industry, multi-cultural and multi-national examples.
涵盖的内容
9个视频2个作业
Positioning is one of the key concepts in Marketing along with Differentiation and Segmentation. This lecture focuses on what Positioning creates and does for a company and provides key criteria for developing good Positioning. It further explores how Positioning could provide a competitive advantage to a company’s product or service in the marketplace.
涵盖的内容
10个视频1篇阅读材料2个作业1次同伴评审
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