Académique Documents
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Market Positioning
Market Targeting
Market Segmentation
Definition
Market Segmentation: Dividing a market into distinct groups with distinct needs, characteristics, or behaviour who might require separate products or marketing mixes.
State
City
Identifiability
Accessibility
Responsiveness
Members of targeted segments must be reachable with Accessibility marketing mix. Unless segment responds to a Responsiveness marketing mix differently, no separate treatment is needed.
Advantages of Segmentation
Helps distinguish one customer group from another within a given market Facilitate proper choice of Target Market Make th marketing effort more effective and economic
Target Marketing
Target Market Consists of a set of buyers who share common needs or characteristics that the company decides to serve
Target Marketing
Evaluating Market Segments Segment size and growth Segment structural attractiveness Level of competition Substitute products Power of buyers Powerful suppliers Company objectives and resources
Market
Segment 1
Segment 2 Segment 3
Company resources The degree of product variability Products life-cycle stage Market variability Competitors marketing strategies
Positioning
Developing a specific marketing mix to influence potential customers overall perception of a brand, product line, or organization in general.
Perceptual Mapping
High Price
Designer
Classic
Low Price