5

MARKET SEGMENTATION, TARGETING

AND POSITIONING
 Learning Outcomes

After studying this chapter, you should be able to:

Define the four steps in designing a customer-driven market
strategy: market segmentation, market targeting,
differentiation, and market positioning
Discuss the major bases for segmenting consumer,
business and international markets
Explain how companies identify attractive market segments
and choose a target marketing strategy
Discuss how companies position their products for maximum
competitive advantage in the marketplace

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 Chapter Overview

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 Understanding Key Concepts

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 Understanding Key Concepts
(cont.)

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 Understanding Key Concepts
(cont.)

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 Market Segmentation

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 Market Segmentation (cont.)

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 Market Segmentation (cont.)

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 Market Targeting

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 Market Targeting (cont.)

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 Market Positioning

Positioning is arranging for a product to occupy a

clear, distinctive, and desirable place relative to
competing products in the minds of target market
consumers.

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 Market Positioning (cont.)

Repositioning

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