Chapter 8 Segmenting and Targetin Markets

Chapter 8 Segmenting and Targetin Markets

1. Diana Laura Arias A01620225

2. Positioning

   • Developing a specific marketing mix to influence potential customers.

3. Market

   • Market segment
     • Subgroup of people who share characteristics and similar needs
     • Market segmentation
       • Substantiality
         • Identifiability
       • Accessibility
         • Types: Gender, age., Income, ethnic
       • Responsiveness
         • Logical
   • Porpouse
     • Identify marketing opportunities
   • The willingness to buy
   • Ability
   • Needs or wants
   • Target markets
     • Undifferentiated
       • No individual segments
     • Concentrated
       • Defined resources and segments
     • Multisegment
       • Greater financial success

4. Product differentiation

   • Positioning strategy that some firms use to distinguish their products from those of competitors