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 three key criteria are accessibility, substance and measurability,3 but it is important also to look at the causes underlying the segmentation.4 This enables the marketer to anticipate changes more easily and sometimes to verify that the segmentation base is correctly defined. Segmentation variables 77 Advantage Explanation

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  Positioning, Segmentation, Targeting, Measurability, Targeting and positioning

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