Marketing
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Market segmentation involves dividing a market into distinct groups with distinct needs. There are four commonly used bases for segmentation: geographic, demographic, psychographic, and behavioral. Market targeting consists of selecting specific target segments to serve. Positioning strategy creates an image of the product or service in the customer's mind and involves developing positioning and a unique marketing mix for each targeted segment.
Marketing
- 2. MD. MAHFUZ HASAN ROLL : 22
- 4. Dividing a market into distinct groups with distinct needs. Characteristics or behavior who might require separate products or marketing mixes. Identify bases for segmenting the market. Develop segment profiles. MARKET SEGMENTATION
- 5. 4 Commonly used bases for segmentation Segmentation Geographic Demographic Psychographic Behavioral
- 7. Consists of a set of buyers who share common needs or characteristics that the company decides to serve Develop measure of segment attractiveness. Select target segments. MARKET TARGETING
- 9. Selecting target market segments Undifferentiated (mass) marketing Differentiated (segmented) marketing Concentrated (niches) marketing Micromarketing (local or individual) TARGET MARKET
- 10. Positioning strategy means to create an image of the product or service in the mind of the customer Develop positioning for target segments. Develop a marketing mix for each segment. POSITIONING
- 12. Positioning by specific product attributes Positioning by benefits Positioning for user category Positioning for usage occasion Positioning against another competitors Positioning against another product class POSITIONING STRATEGIES