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  • Market Segmentation, Targeting and Positioning

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    SUMIT_CHAUHAN18
    181 просмотров7 страниц
    This chapter discusses market segmentation, targeting, and positioning. It defines market segmentation as dividing a market into subgroups with distinct needs that may require separate products or marketing mixes. It provides Maruti Udyog as an example of offering different products for different segments. The chapter also outlines bases for segmenting consumer and business markets, types of target marketing, and alternatives for product positioning.

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    Market Segmentation,Targeting and Positioning

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    This chapter discusses market segmentation, targeting, and positioning. It defines market segmentation as dividing a market into subgroups with distinct needs that may require separate products or marketing mixes. It provides Maruti Udyog as an example of offering different products for different segments. The chapter also outlines bases for segmenting consumer and business markets, types of target marketing, and alternatives for product positioning.

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    Attribution Non-Commercial (BY-NC)
    Скачайте в формате PPT, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    181 просмотров7 страниц

    Market Segmentation, Targeting and Positioning

    Загружено:

    SUMIT_CHAUHAN18
    This chapter discusses market segmentation, targeting, and positioning. It defines market segmentation as dividing a market into subgroups with distinct needs that may require separate products or marketing mixes. It provides Maruti Udyog as an example of offering different products for different segments. The chapter also outlines bases for segmenting consumer and business markets, types of target marketing, and alternatives for product positioning.

    Авторское право:

    Attribution Non-Commercial (BY-NC)
    Скачайте в формате PPT, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    из 7

    MARKETING MANAGEMENT

    Chapter 3
    MARKET SEGMENTATION, TARGETING AND POSITIONING

    Chapter 3 Market Segmentation, Targeting and Positioning

    Definition

    Market segmentation is the process of dividing a market into distinct subgroups of consumers with distinct needs, characteristics, or behaviour , who might require separate products or marketing mixes. (Philip Kotler).

    Himalaya Publishing House

    Marketing Management Dr. K. Karunakaran

    Chapter 3 Market Segmentation, Targeting and Positioning

    Example of Maruti Udyogs Offers for Different Segments

    Himalaya Publishing House

    Marketing Management Dr. K. Karunakaran

    Chapter 3 Market Segmentation, Targeting and Positioning

    Bases for Segmentation


    Segmenting Consumer Markets 1. Geographic segmentation 2. Demographic segmentation 3. Psychographic segmentation 4. Behavioural segmentation

    Himalaya Publishing House

    Marketing Management Dr. K. Karunakaran

    Chapter 3 Market Segmentation, Targeting and Positioning

    Segmenting Business Markets


       

    Operating variables Purchasing approaches Situational factors Personal characteristics

    Himalaya Publishing House

    Marketing Management Dr. K. Karunakaran

    Chapter 3 Market Segmentation, Targeting and Positioning

    Target Marketing
    a. b. c. d. Undifferentiated marketing Differentiated marketing Niche Marketing Micromarketing

    Himalaya Publishing House

    Marketing Management Dr. K. Karunakaran

    Chapter 3 Market Segmentation, Targeting and Positioning

    Positioning alternatives
    1. 2. 3. 4. 5. 6. Positioning on specific product feature or attribute. Positioning on benefits, problem solution or needs. Positioning for specific usage occasions or applications. Positioning for user category. Positioning against another product competitor. Positioning on quality or price.

    Himalaya Publishing House

    Marketing Management Dr. K. Karunakaran

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