Lecture on Identifying Market Segments and Targets

In segment marketing, a firm decides to target several market segments and design separate offers for each.

Benefits of segment marketing over mass marketing –

¨It can better design, price, disclose and deliver the product/service to satisfy the target markets.
¨It can fine-tune the marketing program and activities to better reflect competitors’ marketing.
In mass Marketing, the seller engages in the mass production, mass distribution and mass promotion of one product for all buyers.