Click to ViewIntroduction
Objectives
Section 1: Identifying Customer Needs
Why is market segmentation necessary?
The process of market segmentation
Section 2: Consumer Market Segmentation
Demographics
Socio-economic grade
Psychographics
Benefits sought
Geodemographics
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
Summary
Tutor-marked Question Paper
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