Alka Citrin
Segmentation, Target Marketing, & Positioning
Chapter Obiectives
Identify the steps in the target marketing process. * Understand the need for market segmentation and the approaches available to do it. Explain how marketers evaluate segments and choose a targeting strategy Recognize how marketers develop and implement a positioning strategy.
Compare & Contrast Coca Cola's & Apple's Marketing Strategies
https://www.youtube.com/watch?v=XhMV WzVXNNk (2017, 8:15)
https://www.youtube.com/watch?v=tFffkU DwVI (2020, 9:02)
Steps in the Target Marketing Process
1.Segmentation 2. Targeting Identify and Evaluate describe segments and market decide which segments to go after
3.Positioning Design a product or service to meet a segment's needs and develop a marketing mix that wil create a competitive advantage in the minds of the selected target market
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Summary of Positioning
https://www.youtube.com/watch?v= 0yFX LA6YWO (2:4 relationship betveer
Step 1: Segmentation
: Process that divides the market into subsets of customers who behave in the same way. have similar needs, or similar characteristics that relate to purchase behavior .https://www.youtube.com/watch?v=tKOIT MVONfU(4:49.MCDonald9s segmentatio, targeting) . Many different dimensions, or segmentation variables, that marketers can utilize
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