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  • Segmenting and Targeting

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    Avinash Singh
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    The document discusses market segmentation and targeting. It defines market segmentation as identifying distinct groups of buyers that may require separate products or marketing mixes. It identifies the major variables used for segmentation as geographic, demographic, psychographic, and behavioral. Effective segmentation requires segments to be measurable, substantial, accessible, differentiable, and actionable. Market targeting involves evaluating and selecting target segments, which can involve single market concentration, selective specialization, or full market coverage.

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    MMI(6)

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    The document discusses market segmentation and targeting. It defines market segmentation as identifying distinct groups of buyers that may require separate products or marketing mixes. It identifies the major variables used for segmentation as geographic, demographic, psychographic, and behavioral. Effective segmentation requires segments to be measurable, substantial, accessible, differentiable, and actionable. Market targeting involves evaluating and selecting target segments, which can involve single market concentration, selective specialization, or full market coverage.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as doc, pdf, or txt
    10 views3 pages

    Segmenting and Targeting

    Uploaded by

    Avinash Singh
    The document discusses market segmentation and targeting. It defines market segmentation as identifying distinct groups of buyers that may require separate products or marketing mixes. It identifies the major variables used for segmentation as geographic, demographic, psychographic, and behavioral. Effective segmentation requires segments to be measurable, substantial, accessible, differentiable, and actionable. Market targeting involves evaluating and selecting target segments, which can involve single market concentration, selective specialization, or full market coverage.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as doc, pdf, or txt
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    MMI(6)

    SEGMENTING AND TARGETING MASS MARKETING TARGET MARKETING MARKET SEGMENTATION, MARKET TARGET & MARKET POSITIONING MARKET SEGMENTATION Identify and profile distinct groups of buyers who might require separate products and / or Marketing Mixes. SEGMENT MARKETING A Market Segment consists of large, identifiable group within a market. Buyers differ in their wants, purchasing power, geographical locations, buying attitudes and buying habits. NICHE MARKETING Niche is a more narrowly defined group whose needs are not being well served. LOCAL MARKETING Tailored to local customer groups. INDIVIDUAL MARKETING SELF MARKETING

    MMI(6)

    PATTERNS OF SEGMENTATION MARKET SEGMENTATION PROCEDURES SURVEY STAGE ANALYSIS STAGE PROFILING STAGE

    MAJOR SEGMENTATION VARIABLES GEOGRAPHIC DEMOGRAPHIC PSYCHOGRAPHIC BEHAVIORAL

    MULTI ATTRIBUTE SEGMENTATION TARGETING MULTIPLE SEGMENTS BASIS FOR SEGMENTING BUSINESS MARKETS REQUIREMENTS FOR EFFECTIVE SEGMENTATION MEASURABLE SUBSTANTIAL ACCESSIBLE DIFFERENTIABLE ACTIONABLE

    MMI(6)

    MARKET TARGETING EVALUATING THE MARKET SEGMENTS SELECTING THE MARKET SEGMENTS
    SINGLE MARKET CONCENTRATION SELECTIVE SPECIALIZATION PRODUCT SPECIALIZATION MARKET SPECIALIZATION

    FULL MARKET COVERAGE

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