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Market Segmentation,
Targeting, and Positioning
for Competitive
Advantage
Market
Segmentation dividing a
market into distinct groups of buyers
with different needs, characteristics, or
behavior who might require separate
products or marketing mixes.
Market Targeting the process of
evaluating each market segments
attractiveness and selecting one or
more segments to enter.
Market
Positioning
formulating
competitive positioning for a product
and a detailed marketing mix.
Levels of Market
Segmentation
Levels of Market
Segmentation
1. Mass
Levels of Market
Segmentation
3. Niche Marketing focusing on sub-
Types of Micromarketing
Local Marketing tailoring brands and
tailoring
products and marketing programs to
the needs and preferences of individual
customers also labeled market-of-one
marketing customized marketing,
and one-on-one marketing.
Segmentation
Selecting Market
Segments
Selecting Market
Segments
Target Market a set of buyer sharing
a
market-coverage strategy in which a
firm decides to ignore market segment
differences and go after the whole
market with one another.
Selecting Market
Segments
Differentiated Marketing a market-
Important
Distinctive
Superior
Communicable
Preemptive
Affordable
Profitable