kotler08a targeting

kotler08a targeting - Chapter 8 a Targeting Steps in Market...

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Chapter 8 a Targeting
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Steps in Market Segmentation, Targeting, and Positioning
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Market Targeting Targeting simply means choosing how many & which segment to target Segmentation is the means/ tool choosing the target market is the purpose Choosing target market usually follows segmentation It involves several other tasks also: worth of the segment, how many segments, gap in the mkt, competitive advantage, firm’s resources,
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Effective Targeting Requires… Identify and profile distinct groups of buyers who differ in their needs and preferences. Select one or more market segments to enter. Establish and communicate the distinctive benefits of the market offering.
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Market Targeting Effective Market Segmentation criteria Segment Size and Growth Analyze current segment sales, growth rates, and expected profitability for various segments. Segment Structural Attractiveness Consider effects of: competitors, availability of substitute products, and the power of buyers & suppliers.
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