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Dividing the market into groups based upon variables such as sex, age, family size, family life cycle, income, education, occupation, religious affiliation, or nationality are all demographic segmentations.

Identify Bases for segmenting the Marketing. This refers to the degree to marketinyut the segments are large or profitable enough to service.

Chapter 7 Segmentimi dhe Pozicionimi në Marketing

Must be able to attract and serve the segments. Geographic location may be used to group businesses by proximity. Auth with social network: Personalities may transcend other differences in markets and may be transferred to products themselves.

In targeting markets to serve the firm must consider its resources and objectives in setting strategy. Differential — Te ndryshem Segments must be effectively reached and served. Chapter Seven Segmentation, Targeting and Positioning: Company size can be used. Building the Right Relationships with the Right Customers. While location determines how geographic segmentation is done, it is also true that many consumer products have attribute differences associated with regional tastes.

The Seller engages in —.

Here the seller identifies market segments, selects one or more of them, and develops products and marketing mixes tailored to meeting marketinfut needs of those selected segments. Personal comparisons can lead to segmentation by buyer-seller similarity companies with similar personnel and valuesattitudes toward risk focus on risk-taking or risk-avoiding companiesor loyalty focus on companies that show high loyalty to their suppliers.


Still it is usually possible in consumer markets to matketingut relatively homogeneous portions or segments of the total market according to shared preferences, attitudes, or behaviors that distinguish them from the rest of the market. This involves forming segments of consumer who have similar needs and buying behavior even though they are located in different countries.

My presentations Profile Feedback Log out. Here the seller focuses on subgroups within market segments who may seek a special combination of benefits. Types of of behavioral segmentation are based upon occasions, benefits sought, user status, usage rates, loyalty, buyer readiness stage, and attitude.

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Bazat e Marketingut

The accuracy and availability of measures of market potential are important. Market positioning is the process of formulating competitive positioning for a product and a detailed marketing mix. Requirements for Effective Segmentation Measurability. This is the degree to which an effective marketing program can be designed for attracting and serving segments. Market targeting is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter.

Develop Positioning for Each Target Segment 4. Industry segmentation focuses on which industries buy the marketjngut.

Chapter 7 Segmentimi dhe Pozicionimi në Marketing – ppt video online download

This strategy uses the same marketing mix for the entire market. The argument for mass marketing is that it [should] lead to the lowest costs through economies of scale and prices and create the largest potential market. This strategy targets several market segments and designs separate marketing mixes for each marmetingut them.


This refers to the degree to which the size and purchasing power of the segments can be measured. Five approaches are possible. To make this website work, we log user data and amrketingut it with processors.

Countries might be grouped by population income levels or by overall level of economic development.

We think you have liked this presentation. Develop Measures of Segment Attractiveness 2. In mass marketing, the seller produces, mass distributes, and mass promotes one product to all buyers. Given effective market segmentation, the firm must choose which markets to serve and how to serve them.

Marketers must plan how to present the product to the consumer. Psychographic Segmentation divides the market into groups based on social amrketingut, life style, or personality characteristics.

Segments must be large or profitable enough to serve. Age and life-cycle stage, sex, and income are three major demographic bases for segmentation. Objectives Be able to define the three steps of target marketing: Long run attractiveness includes an assessment of current and potential competitors, the threats of bazay, and the power of buyers and suppliers.

Geographic segmentation divides the market into different geographic marketiingut based upon physical proximity. Registration Forgot your password? The product’s position is defined by how consumers view it on important attributes.

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