Segmentation

4.
Targeting and
Positioning

Selecting Target Market

Positioning
Segmenting Consumer Markets Segments
-The place the product occupies in
-Geograpical -Undifferentiated (mass)
consumers minds relative to
marketing
-Demographic competing products
-Differentiated
-Psychographic -Each firm must differentiate its offer
(segmented) marketing
by building a unique bundle of
-Behavioral benefits that’s appeals to a
-Concentrated (niche)
Segmenting International Markets marketing substantial group of segment

-Geographic segmentation -Micromarketing (local or Differentiation can be based on

individual)
-Economic factors -product
Choosing a Target
-Political and legal factors -service
Marketing Strategy

-Cultural factors -channels

-Considerations include
company resources -people
Equirements for Effective Segmentation
-The degree of product -image
Measurable,accessible,differentiable,acti
variability
onable,substantial How many differences to promote?
-Product’s life-cycle stage
-unique selling proposition and
-Competitors marketing several benefits
strategies
Criteria differences to promote

-important,distinctive,superior,

-communicable,preemptive,

-affordable and profitable.