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41 views

Untitled

Uploaded by

nur qatrunnada
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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5

MARKET SEGMENTATION, TARGETING


AND POSITIONING
Learning Outcomes

After studying this chapter, you should be able to:


Define the four steps in designing a customer-driven market
strategy: market segmentation, market targeting,
differentiation, and market positioning
Discuss the major bases for segmenting consumer,
business and international markets
Explain how companies identify attractive market segments
and choose a target marketing strategy
Discuss how companies position their products for maximum
competitive advantage in the marketplace

Principles of Marketing Third Edition All Rights Reserved


© Oxford Fajar Sdn. Bhd. (008974-T), 2017 5– 3
Chapter Overview

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© Oxford Fajar Sdn. Bhd. (008974-T), 2017 5– 4
Understanding Key Concepts

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Understanding Key Concepts
(cont.)

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© Oxford Fajar Sdn. Bhd. (008974-T), 2017 5– 6
Understanding Key Concepts
(cont.)

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© Oxford Fajar Sdn. Bhd. (008974-T), 2017 5– 7
Market Segmentation

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Market Segmentation (cont.)

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Market Segmentation (cont.)

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Market Segmentation (cont.)

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Market Segmentation (cont.)

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Market Segmentation (cont.)

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Market Segmentation (cont.)

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Market Segmentation (cont.)

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Market Segmentation (cont.)

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Market Targeting

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Market Targeting (cont.)

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Market Positioning

Positioning is arranging for a product to occupy a


clear, distinctive, and desirable place relative to
competing products in the minds of target market
consumers.

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Market Positioning (cont.)

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Market Positioning (cont.)

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Market Positioning (cont.)

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Market Positioning (cont.)

Repositioning

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