Segmenting, Targeting and Positioning in Business Marketing
Segmenting, Targeting and Positioning in Business Marketing
Chapter 6
Chapter Questions
• What is market segmentation?
• What are its benefits, limitations, and
requirements?
• What is the process of segmenting and targeting
business markets?
• What are the bases used for segmenting business
markets?
• How market segments are evaluated and selected?
• What are the target market strategies?
• What is positioning and how to develop a
positioning strategy?
6/3
Requirements of Effective
Segmentation
• For effective segmentation, criteria used by
marketers to evaluate potential segments are:
• Measurable
• Substantial
• Accessible
• Differentiable
6/6
• Undifferentiated marketing
• Niche marketing
6/10
What is positioning?
It is a distinct (or unique) place a product (or
service) occupies in the minds of target
customers.