Chapter 4
Identifying Market Segments
and Selecting Target Markets
The Learning Objectives
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Levels and Patterns of Marketing
Segmentation
Marketing Target
Positioning Strategy
Market Segmentation
Dividing a market into distinct groups of buyers
on the basis of needs,characteristics,or
behavior who might require separate products
or marketing mixes.
Segment Market
A group of consumers who respond in a
similar way to a given set of marketing effort.
Market targeting
The process of evaluating each market
segment’s attractiveness and selecting
one or more segment to enter.
Marketing positioning

Arranging for a product to occupy a
clear,distinctive, and desirable place relative to
competing products in the minds of target
consumers.
Steps in market segmentation,targeting,and
positioning
Market
Segmentation
1.Identify bases for
segmenting the market
2.Develop segment
profile
Market targeting
3.develop measure of
segment attractiveness
4.select target segments
Market
positioning
5.develop positioning
for target segments
6.develop a marketing
mix for each segment
Levels of market segmentation

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Mass marketing
Segment marketing
Niche marketing
micromarketing
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Local marketing
Individual Marketing
Segmenting consumer
markets(p252)
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Geographic Segmentation
Demographic
Psychographic
Behavioral
2.Market Targeting
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Target market
Undifferentiated marketing
Differentiated marketing
Concentrated Marketing
Undifferentiated Marketing

A market-coverage strategy in which a firm
decides to ignore market segment differences
and go after the whole market with one offer.
Differentiated marketing

AA market-coverage strategy in which a firm
decides to target several market segments and
designs separate offers for each.
Concentrated marketing

A market-coverage strategy in which a firm
goes after a large share of one or a few
submarkets.
3.Positioning

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Product position
Competitive advantage
Value propositioning
Case study
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香港大班月饼
Background