1

PRESENTATION. MARKETIMG 20-5-2024

 LECTURE: RUWEIDA MOHAMED JIILE

07/11/2024

PREPARED BY RUWEIDA MOHAMED JIILE

1.Explain the concept off marketing segmentation how does it help in effective marketing
management?
2

Market segmentation is the process of dividing a heterogeneous market into smaller, more homogeneous segments
based on certain characteristics or criteria. These characteristics can include demographic factors like age, gender,
income, and education level, as well as psychographic factors such as lifestyle, values, and personality traits.
Addition
Segmentation helps in effective marketing management in several ways:
1.Targeted Marketing: By dividing the market into segments, marketers can identify the most profitable and
responsive groups of customers. This allows for more targeted marketing efforts, tailored messages, and customized
product
2. Resource Allocation: Segmentation helps in allocating marketing resources more efficiently. Instead of
employing a one-size-fits-all approach, resources can be directed towards the most promising segments, maximizing
the return on investment.
3.Product Development: Understanding the unique requirements of different segments enables companies to
develop products and services that better meet customer needs. By catering to specific
4.Market Positioning: Segmentation facilitates effective market positioning by identifying gaps in the market
where a company's offerings can fulfill unmet needs or differentiate from competit.
5..Customer Retention: By delivering targeted and personalized experiences, segmentation helps in building
07/11/2024

stronger customer relationships and fostering loyalty. Companies can develop loyalty programs,
PREPARED BY RUWEIDA MOHAMED JIILE
 2: choose a product or service and discuss how would you segment
3 its market provide Rationally for your segment strategy?
One potential business idea that could work well in the market is a personalized nutrition and meal planning service.
This service would utilize data analytics and machine learning algorithms to create customized meal plans tailored to
each individual's dietary preferences, health goals, and lifestyle factors.
Benefits of this business idea include:
1.Personalization: By leveraging advanced algorithms and data analytics, the service can create highly personalized
meal plans that take into account factors such as dietary restrictions, food allergies, cultural preferences, and taste
preferences. This level of customization can help individuals adhere to their diets more effectively and achieve their
health goals.
2.Convenience: Many people struggle with meal planning and finding the time to prepare healthy meals, especially
with busy schedules. lists, and recipes tailored to each individual's needs,
3.Health Benefits: By promoting healthy eating habits and providing personalized nutrition guidance, the service
can help individuals improve their overall health and well-being.
4.Flexibility: The service can offer flexibility by allowing users to customize their meal plans based on their
preferences and dietary requirements.
5.Education and Support: support to help users make informed decisions about their nutrition and lifestyle
choices. This can empower individuals to take control of their health and develop sustainable habits for long-term
success. 07/11/2024

PREPARED BY RUWEIDA MOHAMED JIILE
 3. define the marketing process and its key steps how each step
4
contributes to overall success of marketing strategy?
The marketing process consists of analyzing market opportunities, researching and selecting target
markets, designing marketing strategies, planning marketing programs, and organizing,
implementing, and controlling the marketing effort. The four steps in the marketing process are:
1: Analyzing market opportunities.
 The marketer's initial task is to identify potential long run opportunities given the company's
market experience and core competencies. To evaluate its various opportunities, assess buyer wants
and needs, and gauge market size, the firm needs a marketing research and information system. Next,
the firm studies .
2: Developing marketing strategies.
 In this step, the marketer prepares a positioning strategy for each new and existing product's
progress through the life cycle, makes decisions about product lines and branding, and designs and
markets its services.

PREPARED BY RUWEIDA MOHAMED JIILE 07/11/2024
5 3. Planning marketing programs.
To transform marketing strategy into marketing programs, marketing managers must make basic decisions on
marketing expenditures, marketing mix, and marketing allocation. The first. decision is about the level of
marketing expenditures needed to achieve the firm's marketing objectives.
4 Managing the marketing effort. In this step, marketers organize the firm's marketing resources to
implement and control the marketing plan. Because of surprises and disappointments as marketing plans are
implemented, the company also needs feedback and control.

PREPARED BY.RUWEIDA MOHAMED JIILE.

PREPARED BY RUWEIDA MOHAMED JIILE 07/11/2024