Segmenting Markets Targeting and Positioning 1 Market Segmentation

Segmenting Markets, Targeting and Positioning 1

Market Segmentation Defining Reasons for Using Market § Customer Analysis § Competitor Analysis § Effective Resource Allocation § Strategic Marketing Planning 2

Market segmentation approach 3

► Segmenting, Targeting and Positioning § Segmenting the Market § Targeting Strategy § Positioning the Product ► Segmentation Variables § Selecting Appropriate Variables ►Single Variable Segmentation ►Multivariable Segmentation 4

Basic elements of segmentation 5

Multivariable segmentation 6

Segmentation variables for consumer markets 7

Segmentation Variables ► Variables for Segmenting Business Markets ►Company Demographics ►Operating Variables ►Purchasing Approach ►Situational Factors ►Personal Characteristics ► Profiling Market Segments 8

► Targeting Strategies § Undifferentiated Strategy § Concentrated Strategy § Differentiated Strategy 9

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Factors affecting choice of target market strategy 11

Positioning map of hypothetical consumer preferences 13