''Session Purpose''
* Understanding customer characteristics & customer benefits
* Addressing coherent customer groups
* Identifying an attractive positioning for your offering
''Discussion Topics''
* Limits of market segmentation
* Innovative ways of segmenting the market and positioning the product
* Questions pertaining to the Dartfish case
''Session Preparation''
* [[Case: Dartfish|/static/files/MBI/Module%206/EPFL_Dartfish.pdf]]
* [[Lodish, L.M., Morgan, H., Kallianpur, A. 2001. Positioning, Targeting and Segmentation|/static/files/MBI/Module%206/READINGS_Lodish_2001.pdf]]. Chapter 1 of “Entrepreneurial Marketing” 1-16.

[[M6-S7 - Reading - Lodish - Positioning, Targeting and Segmentation]]
[[M6-S7 - Case - Dartfish]]
[[M6-S7 - Session notes]]
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marketing_public
created
Sat, 05 Jun 2010 10:16:49 GMT
creator
dirkjan
modified
Sat, 05 Jun 2010 10:16:49 GMT
modifier
dirkjan
creator
dirkjan