segmented using age, gender, income, education, lifecycle, social status, social class and many more.

few segments are selected to reach target customers after identifying segmentation.

ignores market segmentation and goes after the whole market.

known as mass marketing.companies do not produce different products for different market segments.

relies on mass distribution and mass advertising,create superior image of the product in the minds of consumers.

target multiple market segments and

design different and effective marketing mix for each market segment

create more sales than does undifferentiated marketing

resources are focused and target specific market segments

developing products, services and marketing programs best match with individuals and locations

Tailoring products and marketing programs to suit the taste of specific individuals

consumer’s perception of a brand or product in relation to competing brands or products.

process of establishing the image or identity of a brand or product so that consumers perceive it in a certain way.

New competitors entering or leaving the market; competitors joining forces

Economic slow-down or recovery