Market segmentation, targeting and positioning - Gaugas Tatiana

Extras din document

1. Market segmentation 2. Market targeting 3. Market positioning The term “market” has acquired many meanings over the years. In it’s original meaning, a market was a location where buyers and sellers met to exchange goods and services. To a marketer a market is the set of all actual and potential buyers of a product. The market, in its evolution has passed through 3 stages: 1) Mass marketing – During this stage the seller mass produces, mass distributes and mass promotes one product to all buyers. The advantage of mass marketing is that it should lead to cost economies and create the largest potential market. 2) Product variety marketing - - The seller produces 2 or more products that have different features, style, quality or size. They offer variety to the buyers, but do not appeal to different segments of consumers. 3) Target marketing, -the seller identifies different groups of consumers, selects one or more of them and develops products and marketing mixes for each of them. Today’s companies are moving away from mass marketing and product variety marketing to target marketing because it can help the sellers better find the marketing opportunities and develop the right product for each target market. ...