TARGET MARKET

SEGMENT
And its Positioning
OBJECTIVES:

*Identify and segment market

for a product or service
*select the appropriate target
market segment and it’s
positioning
recap

◦Relationship marketing
 ◦ Direction.
TRUE OR FALSE. Read each statement carefully. Write T if the statement
is TRUE and F it is false.

pretest
◦ _____1. Great advertisement of most marketers will
create a buying atmosphere and deliver purchase
convenience to ensure maximum customer value and
satisfaction.
◦ _____ 2. “What it is for me?” is a question that calls for a
customer value proposition of the benefits offered by the
company’s product.
◦ _____ 3. Contemporary Approach Marketing stresses the
importance of attracting customers through social media
content relevant to their needs.
◦ _____ 4. The production concept holds the consumer’s
favor to products that offer the most quality, great
performance or innovative features.
◦ _____ 5. The firms’ aim is to sell what they make rather
than what the market wants is also one of the selling
concepts.
PRODUCT POSITION MAP
And its Market Opportunity
TARGET MARKET SEGMENT
And its Positioning
And its Positioning
And its Positioning
 Target Market Segment
◦splitting potential customers into meaningful
groups based on their characteristics, wants, and
behaviors (Hearst 1987)

◦ A common method used to segment target markets is

demographics. This is when you use several personal traits to
identify a prototype of a customer in a particular market. Age,
race, gender, marital status, income, education and
occupation are among traits used to segment demographically
(Kokemuller2022)
And its Positioning:

*Demographic – for
family, or for all
*Interest and
activities – lifestyle
and event venue
*Product Benefits –
fast food and
affordable
*Geographic -
location and
borders (globally
and international)
And its
Positioning
Application in
Target Market
Positioning
And its Positioning
 Service Quality Image Price

ACTIVITY 1
DIRECTION: Identify
the consumers’
perceived value for each
statement below. You
may write your answers
in letters following; a)
Activity 1 good service; b) best
quality; c) branded; and
1. I like to eat in fast food chains because of the variety of products; I have lots
of money to buy anything I want. d) low price. You may
2. I bought my shoes three (3) years ago for Php 2,200 and I wear it until now. have two (2) possible
3. In buying laptop I am very much particular with the brand name. answers in certain
4. I always feel the care of the shopping malls staff every time I shop. I am in number. Put your answer
awe of the cleanliness of the comfort rooms. The way merchandisers and in the box provided.
baggers assisted me is very commendable.
5. I switched my credit card to the other merchant because of the great deal
offered which is a lifetime annual fee waive.
Have a great day!