IDENTIFYING MARKET SEGMENTS &IDENTIFYING MARKET SEGMENTS &SELECTING TARGET MARKETSSELECTING TARGET MARKETS
LEVELS OF MARKET SEGMENTATIONLEVELS OF MARKET SEGMENTATION
1.SEGMENT MARKETING 1.SEGMENT MARKETING
A Market segments consists of a group of customers whoA Market segments consists of a group of customers whoshare a similar set of wants.share a similar set of wants.
2.NICHE MARKETING 2.NICHE MARKETING
: A niche is more narrowly defined: A niche is more narrowly definedgroup seeking a distinctive mix of benefitsgroup seeking a distinctive mix of benefits
3.LOCAL MARKETING 3.LOCAL MARKETING
Target Marketing is leading to marketing programsTarget Marketing is leading to marketing programstailored to the needs & wants of local customer groups.tailored to the needs & wants of local customer groups.
INDIVIDUAL CUSTOMER MARKETING INDIVIDUAL CUSTOMER MARKETING
The ultimate level of segmentation leads to ‘Segment ofThe ultimate level of segmentation leads to ‘Segment ofOne’One’