Identifying Market Segments and Targets

Combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product and service offering of their choice.

Chapter Questions

What are the different levels of market segmentation?
How can a company divide a market into segments?
How should a company choose the most attractive target markets?
What are the requirements for effective segmentation?
Effective Targeting Requires…
Identify and profile distinct groups of buyers who differ in their needs and preferences.
Select one or more market segments to enter.
Establish and communicate the distinctive benefits of the market offering.
Four Levels of Micromarketing
Local areas


Segment Marketing

Targeting a group of customers

who share a similar set of

needs and wants.


Combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the

product and service offering of their choice.

Related Management Paper:

Popular Management Paper:

ATL and BTL Advertising

The main objective of this report is to get an extensive idea about the effectiveness of ATL or BTL. To investigate the relevance of Below-The-Line activities to current marketing communication practices.  


Presentation on Global Strategy

General purpose of this lecture is to Presentation on Global Strategy. Here explain Global Strategy in international business marketing point of view. Strategy means the action managers take to attain the goals of a firm. General purpose of Global Strategy is maximize/make profit, differentiat.....

Discuss on Developing Business Plans

Basic objective of this article is to Discuss on Developing Business Plans, in financial point of view. Developing business plans should have seven clear sections. They are: summary, concept section, marketplace conditions, promotion costs, marketing strategy, manpower plans and exit strategy. T.....

Presentation on Global Marketing

General objective of this presentation is to discuss on Global Marketing, here analysis Global Marketing in International Business perspective. Major focus of this presentation is to explain how globalization affects new-product development. Here also discuss on why do organizations decide to e.....

Presentation on Market Entry

Primary purpose of this lecture is to Presentation on Market Entry. Here broadly focus on Market Entry in International Business. This presentation also focus on three basic decisions, they are: which markets to enter, when to enter these markets and what scale and what nature should this entry.....