Section 1: Identifying Customer Needs

Why is market segmentation necessary?

The process of market segmentation

Section 2: Consumer Market Segmentation


Socio-economic grade


Benefits sought



Section 3: Industrial Market Segmentation

The differences between consumer and industrial markets

Segmentation criteria

Models of industrial market segmentation


Section 4: Targeting

Evaluating segments

Selecting target markets

Relationship between market segment and company objectives


Section 5: Product Positioning

What is positioning?

Determining a product's position




Tutor-marked Question Paper

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