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Block 1 Session 5: Focusing an offering – segmentation, targeting and…
Block 1 Session 5: Focusing an offering – segmentation, targeting and positioning
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You should now understand why it is important for marketers to segment big markets into smaller units with similar needs – it is more effective (in terms of time, resources, budgets and successful buying outcomes) to adapt the marketing mix to appeal to people with broadly similar tastes, needs, wants and buying behaviour. Positioning helps with appealing to those groups and makes branding and the promotional spend more effective. The examples and case studies used have shown you how segmentation, targeting and positioning strategies are put into practice successfully in different businesses.