Click to edit Master title style
Amity School of Business
Module- 3
Segmentation, Targeting
and Positioning
Dr. Deepa Kapoor
Amity School of Business
1
, Click to edit Master title style
Amity School of Business
Market
• A market comprises people or business
with potential interest, purchasing power
and willingness to spend the money to buy
a product or service that satisfies need.
2
, Click to edit Master title style Amity School of Business
Market Segmentation
• Market segmentation is a marketing strategy which
involves dividing a broad target market into subsets
of consumers, businesses, or countries who have, or are
perceived to have, common needs, interests, and
priorities, and then designing and implementing
strategies to target them.
• Market segmentation strategies are generally used to
identify and further define the target customers, and
provide supporting data for marketing plan elements
such as positioning to achieve certain marketing plan
objectives
3
Amity School of Business
Module- 3
Segmentation, Targeting
and Positioning
Dr. Deepa Kapoor
Amity School of Business
1
, Click to edit Master title style
Amity School of Business
Market
• A market comprises people or business
with potential interest, purchasing power
and willingness to spend the money to buy
a product or service that satisfies need.
2
, Click to edit Master title style Amity School of Business
Market Segmentation
• Market segmentation is a marketing strategy which
involves dividing a broad target market into subsets
of consumers, businesses, or countries who have, or are
perceived to have, common needs, interests, and
priorities, and then designing and implementing
strategies to target them.
• Market segmentation strategies are generally used to
identify and further define the target customers, and
provide supporting data for marketing plan elements
such as positioning to achieve certain marketing plan
objectives
3
