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Segmentation, Targeting and Positioning, Products and services, divides,…

- - - - Better personalised marketing campaigns
        
        Efficiency in handling resources
        
        Time
        
        Money
        
        Manpower
    - - More valuable audiences and achieve business goals
  - - - Customer's physical location
        
        Needs, preferences and interest
        
        Country
        
        State / City
        
        Region / Areas within region
        
        Zip codes
    - - Targeting specific consumers
        
        Needs of consumers
      - Improve reach
      - Gender
      - Age
      - Race / Religion
      - Income / Education
    - - How customers use products and services
        
        Behaviours and decision making patterns
        
        Spending habits
        
        Occasion-based
        
        When customer needs the product / service
        
        Brand interactions
        
        Benefits
      - Targeting accuracy
      - Customer's loyalty to brand
    - - Personalities and characteristics
        
        Personality traits
        
        Values
        
        Interests
        
        Lifestyle
        
        Social class
        
        Priorities
      - Customer persona
        
        Marketing strategies for better appeal
  - - - Must have ability to purchase
    - - Who the customers are
        
        Distinct marketing strategies
    - - Aware that the brand exists
      - Easy to reach
    - - Market size, purchasing power and profiles of the segments
- - - - Undifferentiated marketing
      - Marketing to the entire market the same, identical way
        
        Market segments
        
        Reach the largest audience possible
        
        Anyone could be a customer / similar needs
      - Large cost due to large sale of operation
    - - Maintaining close relationships with customers
    - - Only one or few very defined segments
        
        All of its resources to meet the needs of that market
        
        Small companies with limited resources
      - Specialised marketing mix
    - - Several potential market segments
        
        Different marketing mix
        
        Diversified business
        
        Greater sales and profits, as well as larger market share
        
        Economies of scale in manufacturing and marketing
        
        Spreading relatively fixed cost over larger output = lower cost per unit
- - - - Brand / product with certain characteristics or beneficial value
    - - Competitive pricing and high quality
    - - Use and purpose behind it
    - - Consumers think that your brand is better than competitors
  - - - Opportunities in the marketplace
      - Identify current market position
      - Competitor positioning analysis
      - 1.Determining company uniqueness by comparing to competitors
      - 4.Develop and monitor positioning strategy