MARKET SEGMENTATION, TARGETING AND SEGMENTATION, TARGETING AND POSITIONING MARKET 3 STEPS OF THE TARGET MARKETING PROCESS 1 Market segmentation 2 Market targeting 3 Positioning Bases for segmenting a market Requirements for

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    30-Apr-2018

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  • MARKET SEGMENTATION, TARGETING AND

    POSITIONING

    MARKET

    3 STEPS OF THE TARGET MARKETING PROCESS

    1Market segmentation

    2Market targeting

    3Positioning

    Bases for segmenting a market

    Requirements for Effective Segmentation

    Demographic segmentation

    Demographic segmentation

    Behaviour segmentation Geographic

    segmentation

    Measurability

    Accessibility

    Substantiality

    Action ability

    Evaluating Market segments

    Segment size and growth

    Segment structural attractiveness

    Company objectives and resources

    Choosing and implementing a positioning

    strategy

    Communicating and delivering the chosen

    position Positioning strategies

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