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Week 2 Summary

Well done for completing Week 2 of this course! We have looked in more detail at the second pillar of Strategic Marketing – Targeting. We explored the 2 main steps …

Concentrated and Micro Marketing

Concentrated Marketing – Niche Marketing Concentrated marketing, or niche marketing, is used when the company goes after a smaller market segment (niche), but with a large promise for profitability. With …

Welcome to Week 3

Welcome to week 3 of this course ‘Strategic Marketing: Segmentation, Targeting, Positioning’. Watch this video to find out a little more about the content we will cover this week. This …

Welcome to Week 2

Welcome to week 2 of this course ‘Strategic Marketing: Segmentation, Targeting, Positioning’. Watch this video to find out a little more about the content we will cover this week. This …

Differentiated and Undifferentiated Marketing

Undifferentiated Marketing – Mass marketing Undifferentiated marketing, or mass marketing, is a strategy that a company my chose to adopt if the market segmentation exercise has not been useful and …

Welcome to Week 1

Welcome to this course ‘Strategic Marketing: Segmentation, Targeting and Positioning’ My name is Dessy Ohanians and I will be your educator for this course. I am one of the marketing …

Selecting the target market

Selection After evaluating all these factors, the company must choose which market to target. The final selection of a target market consists of buyers who share common needs and characteristics, …

Other factors to consider

Political, Social and Environmental factors In addition to attractiveness, evaluating market segments also considers the political, social and environmental factors that influence the segment. Regulating or de-regulating a market is …

Characteristics of an attractive market

We can summarise the characteristics of an attractive market as follows: Attractiveness Factor Value Market Size Large Market Growth High Market Profitability High Price Sensitivity Low Bargaining power of customers …

How to evaluate the segments

Factors that make a market attractive When evaluating the target segments, marketers must compare the market attractiveness and the company’s capability to meet the needs of that market. There are …

Demographic Segmentation

Demographics Demographic segmentation divides the market into segments based on age, generations, life-cycle stage, gender, income, occupation, education, religion, ethnicity. The most popular and easiest method of segmentation, almost always …

4 Factors for segmenting consumer markets

4 types of segmenting techniques The first ever examples of segmentation were very rudimentary and simple – age and gender. In today’s marketing toolkit we see many more ways we …

Evaluating segments

Evaluate All segmentation efforts are made with one goal in mind – to begin the process of targeting. The process begins with evaluating the identi fied segments considering criteria like …

Five criteria of good segments

5 criteria that define effective segments For segmentation to be effective and useful to a company, segments must meet the following criteria: • Measurable – the size, growth rate and …

How should we segment?

So, if segmentation is so good for business, how do we start? As with most marketing concepts we have seen so far, there is a 2-step process that we can …