5: Segmenting And Positioning Flashcards Preview

Marketing Strategy and Project > 5: Segmenting And Positioning > Flashcards

Flashcards in 5: Segmenting And Positioning Deck (3)
Loading flashcards...
1

Segmentation objectives

Identify homogeneous segment that differs from other segments, specify characteristics that define the segment, determine segment size and potential.

2

Bottom line segmentation

Bottom line segmentation: understanding what job customers are trying to get done when they use your product.

*needs based segmentation

3

3 common marketing strategies

Niche market: used to serve markets seeking specialised benefits.

Mass market: capture sufficient volume to gain economies of scale. Require substantial resources.

Growth market: often target more fast growth segments.