deca marketing MP

market planning

behavioral segmentation

dividing groups based on their responses to a product

• occasion response (when they purchase a product for certain events)

• rate of use: classifies customers as heavy, moderate, light, or nonusers of a product

• benefits-derived: classifies customers based on the benefits they desire

• loyalty response: classifies customers based on the devotion and loyalty they feel for a product

situation analysis

looks at the 5 c’s:

• company, customers, competitors, collaborators, and climate

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