03-03-2012, 04:38 PM
Identifying Market Segments and Targets
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Effective Targeting Requires…
Identify and profile distinct groups of buyers who differ in their needs and preferences
Select one or more market segments to enter
Establish and communicate the distinctive benefits of the market offering
What is a Market Segment?
A market segment consists of a group of customers who share a similar set of needs ad wants
Local areas
Marketing program tailored to the needs & wants of local customer.
Kerala –NRI branches
Spiderman 3
Bharat matrimony
Nike-sponsorship of local school team,provision of shoes.
Flexible Marketing Offerings
Product and service elements that all segment members value
Discretionary options: Some segment members value options but not all
