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Opportunity Analysis, Market Segmentation, and Market Targeting

Opportunity Analysis, Market Segmentation, and Market Targeting. Chapter 4. Opportunity Analysis. Three parts: Opportunity identification: finding opportunities Opportunity-organization matching: assessing how well the opportunity matches up with organization’s strengths/weaknesses, mission

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Opportunity Analysis, Market Segmentation, and Market Targeting

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  1. Opportunity Analysis, Market Segmentation, and Market Targeting Chapter 4

  2. Opportunity Analysis • Three parts: • Opportunity identification: finding opportunities • Opportunity-organization matching: assessing how well the opportunity matches up with organization’s strengths/weaknesses, mission • Opportunity evaluation: qualitative assessment of attractiveness and a quantitative assessment of sales potential, and financial attractiveness (NPV, IRR)

  3. Market Segmentation • Segmentation is the carving up of the market into relatively homogeneous groups of buyers who are similar in terms of needs or purchasing or usage behaviors • Two types: A priori (most common), and post hoc clustering techniques • Bases for segmentation: demographic variables, behavioral variables, others

  4. Offering-Market Matrix(product-market matrix)

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