MKT 243 ( Chapter 4)

What is segmenting?

• Dividing a market into subsets of consumer with common needs and characteristic

• Creating a distinct image and identity for a product, service and brand in consumer's mind

• Choosing which group(s) to sell the product or service to

Choosing which group(s) to sell the product or service is..

• Segmenting

• Targetting

• Positioning

Creating a distinct image and identity for a product, service and brand in consumer's mind

• Segmenting

• Targetting

• Positioning

What are the 4 P's?

List down the criteria of successful segmentation?

(a)   segmentation divides the market into different geographical units such as nations, regions, states, counties, or cities.

The market structure is ..

• demographic

• geographic

• psychological

List down the steps in segmenting a market