Segmenting, Targeting, And Positioning – Cornerstones Of Marketing Management

Topics:
Positioning and Segmentation
Tags:
Branding,
Marketing,
Marketing Research,
Marketing Strategy,
Positioning,
University Of Massachusetts
Source:
University of Massachusetts

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Overview: The paper studies the different steps involved in segmentation, targeting and positioning. Market segmentation involves grouping individuals on the basis of similar characteristics that pertains to the use of a particular product. Targeting is the process of selecting the most lucrative market segments with regard to the product or service in hand, and developing suitable marketing strategy. Positioning involves formulation of competitive marketing strategy and marketing mix in order to market the product. In this context, the paper also examines mass marketing strategy.

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Format: HTML | Size: 287KB | Date: Jan 2003 | Pages: 29

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