Transcription of 4 Segmentation, targeting and positioning
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4 Segmentation, targeting and positioning
74 Last A Head on SpreadSegmentation, targeting and positioningObjectivesAfter reading this chapter you should be able to: describe the main methods of segmenting markets; explain how segmentation aids profitability; decide whether a given segment is sufficiently profitable to be worthtargeting; explain the purpose of segmentation ; develop ways of assessing the economic viability of segments; explain the growth of segmented markets; establish strategies for dealing with segmented markets; describe perceptual mapping; describe the main issues surrounding the positioning of for segmenting marketsINTRODUCTIONThe segmentation concept was first developed by Smith in 1957,1and is con-cerned with grouping consumers in terms of their needs.
The segmentation concept was first developed by Smith in 1957,1 and is con-cerned with grouping consumers in terms of their needs. The aim of segmentation is to identify a group of people who have a need or needs that can be met by a single product, in order to concentrate the marketing firm’s efforts most effectively and economically.
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