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SEGMENTATION, TARGETING & POSITIONING, derived from, consistent with,…

- - - - customer segment
  - - - product benefits
  - - - when a product/service
        
        consumed
      - Clothing
      - Snack foods
    - - loyalty
      - S'bux reward programme
      - airline mileage
  - - - products satisfies needs
        
        region
- - - - consumer's mind
        
        two or more dimensions
- - - - who is in the market?
      - are segments unique?
      - is unique marketing mix needed?
    - - too small
        
        insignificant
      - too big
        
        own store
    - - knows the product exist
      - knows what it can do
      - recognise how to buy
    - - react positively to firm's offerings
    - - market growth
      - market competitiveness
      - market access
  - - - Concentrated
        
        single, primary
        target market
        
        Organic Grocer
      - micromarketing
        
        products are tailored
        
        an individual customer's wants/needs
        
        NikeByYou
      - Mass Marketing
        
        rare
        
        clothespins
        
        rice
      - Differentiated
        
        Kellogg's breakfast cereals
  - - - marketing mix variables
        
        clear understanding
        
        what the product does
    - - customer benefits
        
        product/service