Course: Strategic Marketing: Segmentation, Targeting, Positioning

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 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 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 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 …

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 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 …

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, …

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 …

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 …

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 …

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 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 …

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 …

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 …