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Mkt Strat - segmentation Notes.doc - Strategic Marketing...

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Strategic MarketingMarketing Strategy – SegmentationMarketing Strategy DevelopmentSee Segmentation part 1: IntrovideoMarketing Strategy=the selection and analysis of a target market and the creation and maintenanceof an appropriate marketing mix that will best satisfy the needs of the target market,within the confines of a dynamic marketing environment.Steps in Market Segmentation, Targeting, and PositioningMarket Segmentation1. Identify bases for segmenting the market & segment the market2. Develop segment profilesMarket Targeting3. Develop measure of segment attractiveness4. Select target segmentsMarket positioning5. Develop positioning for target segments6. Develop a marketing mix for each segmentProf D EllisPage 1 of 5
Strategic MarketingMarketing Strategy – SegmentationSee Segmentation Part 2: Levels & Bases videoLevels of Market SegmentationThrough Market Segmentation, Companies Divide Large, Heterogeneous Markets intoSmaller Segments that Can be Reached More Efficiently And Effectively With Productsand Services That Match Their Unique Needs.Mass MarketingSegment marketingNiche MarketingMicro MarketingLocal marketingIndividual marketing

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Term
Spring
Professor
MA PHIRI
Tags
Marketing, Prof D Ellis

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