Strategic Marketing Management

1. Marketing Planning Process

1.1. 10 steps

2. Market Segmentation

2.1. Customer

2.1.1. Behavioural

2.1.1.1. Benefits

2.1.1.2. Usage rate

2.1.1.3. Purchase Behaviour

2.1.2. Psychographic

2.1.2.1. life style

2.1.2.2. Personality

2.1.3. Profile

2.1.3.1. Demographic

2.2. Market Segmentation

2.2.1. Undifferentiated marketing

2.2.1.1. Mass market

2.2.2. Differentiated marketing

2.2.2.1. HIgher sales and strong position

2.2.3. Focused Marketing

2.2.3.1. Limited Resource

2.2.4. Customized Marketing

2.2.4.1. Specific