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Market Segmentation, Targeting, And Positioning

Market Segmentation, Targeting, And Positioning

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Published by arpit vora

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Published by: arpit vora on Dec 19, 2009
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07/26/2013

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Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
9-1
Market Segmentation,Targeting, andPositioning
 
Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
9-2
Selecting a Target MarketSelecting a Target Market
Before a marketing mix strategy can beimplemented, the marketer must identify,evaluate, and select a target market.
Market:Market:
 
people or institutions withsufficient purchasing power, authority,and willingness to buy
Target market:Target market:
specific segment of consumers most likely to purchase aparticular product
 
Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
9-3
Types of MarketsTypes of Markets
Consumer products:Consumer products:
 
goods or servicespurchased by an ultimate consumer for personal use
Business products:Business products:
 
goods or servicespurchased for use either directly or indirectly in the production of other goodsand services for resale
The key to classification is to identify thepurchaser and the reasons for buying thegoods.

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