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
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Segmenting the Market with Jagdish Sheth
This course is part of Creating a Differential Competitive Advantage -Jagdish Sheth Specialization
Instructor: Jagdish Sheth
Included with 
Gain insight into a topic and learn the fundamentals.
Beginner level
Recommended experience
6 hours to complete
3 weeks at 2 hours a week
Flexible schedule
Learn at your own pace
Skills you'll gain
- Understand how demographics are used to segment the market
- Understand how psychographics can be used to segment the market based on different lifestyles
- Understand the difference between Ford’s Model T versus GE’s multiple brands
- Understand the three market segments across all industries: premium then price and value
- Understand why market segmentation is important
Details to know
Shareable certificate
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Assessments
6 assignments
Taught in English
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This course is part of the Creating a Differential Competitive Advantage -Jagdish Sheth Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 3 modules in this course
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.
What's included
19 videos4 readings2 assignments2 discussion prompts
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.
What's included
9 videos2 assignments
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.
What's included
10 videos1 reading2 assignments1 peer review
Instructor
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