* Module 3
Segmenting & Positioning
Segmentation :
a
process of dividing
a market into similar →
why it's important:
'
and identifiable market's have variety product needs & press
groups
Marketer's
2
↓ 3
better define customer needs
Easier to define objectives & allocate resources
It's
good because : lets
the marketer identify a Definitions :
target market & brand positioning 1 A market is ppl
with needs /wants &
mmmm
can buy
Identify a
target market :
2 Market segment is
Organization sets up ,
designs ,
implements and a
subgroup of ppl sharing
maintains marketing mix to needs ↑ Cor more)
meet
qualities that let
[ make everyone happy) them have similar product
ummm needs
criteria of segmentation Bases of
segmentation
'
Geography 2
Demographics
3 Psychographics
4 Benefits 5
sought Usage Rate
* segmentation is good
bei . view way to
generate
sales -
Ian find bestselling
" 3
brands -
Regional ≠ local pref
%
"
Geography Demographics Psycho graphics and vide reaction to
comp
.
region Age Income Personality Lifestyle
-
- -
- -
-
market size -
Gender -
Motives -
Geo demographics
density Ethnic Background
market
↳ personality motives :
- -
:
climate Family emotional / rational / Stans
Life Cycle /
- -
yra;+, attitudes motives
C. mix of marital status
kids) habits
& presence/absence of
Segmenting & Positioning
Segmentation :
a
process of dividing
a market into similar →
why it's important:
'
and identifiable market's have variety product needs & press
groups
Marketer's
2
↓ 3
better define customer needs
Easier to define objectives & allocate resources
It's
good because : lets
the marketer identify a Definitions :
target market & brand positioning 1 A market is ppl
with needs /wants &
mmmm
can buy
Identify a
target market :
2 Market segment is
Organization sets up ,
designs ,
implements and a
subgroup of ppl sharing
maintains marketing mix to needs ↑ Cor more)
meet
qualities that let
[ make everyone happy) them have similar product
ummm needs
criteria of segmentation Bases of
segmentation
'
Geography 2
Demographics
3 Psychographics
4 Benefits 5
sought Usage Rate
* segmentation is good
bei . view way to
generate
sales -
Ian find bestselling
" 3
brands -
Regional ≠ local pref
%
"
Geography Demographics Psycho graphics and vide reaction to
comp
.
region Age Income Personality Lifestyle
-
- -
- -
-
market size -
Gender -
Motives -
Geo demographics
density Ethnic Background
market
↳ personality motives :
- -
:
climate Family emotional / rational / Stans
Life Cycle /
- -
yra;+, attitudes motives
C. mix of marital status
kids) habits
& presence/absence of
