What type of segmentation will you choose? Why? How will you assess?

Support your choice with data/research from official sources using proper references.

• Geographic

• Demographic

• Psychographic

• Behaviouristic

Do your market segments have the following characteristics? (Demonstrate how!)

• Measurability

• Accessibility

• Substantiality

• Actionability

2. MARKET TARGETING

How will you select your target markets? Support your choice – describe why.

• Undifferentiated Marketing

• Bifurcated Marketing

• Differentiated Marketing

• Concentrated Marketing

What is your segment’s attractiveness / profit? Segment size and growth or structural attractiveness? Support your statement with official source/s.

How many segments will you choose and why? Can your company’s resources afford it? Consider your company objectives and resources.

What customer “wants” and “needs” are you satisfying? Do you know your customers or potential customers?

3. Market Positioning

What is your competition? Support your statement with official source/s.

What positioning strategy will you choose and why? What is your competitive advantage (and your weakness)?

• Physical Attribute Differentiation

• Service Differentiation

• Personnel Differentiation

• Location Differentiation

• Image Differentiation

How many differences will you choose? Which differences?

• Important

• Distinctive

• Superior

• Communicable

• Profitable

• Preemptive (can’t be easily copied)

• Affordable

Answer rating: 100% (QA)

MARKET SEGMENTATION The main aim of market segmentation is to divide the general market into certain categories that can then be targeted and subsequently marketed to in an effective manner Segmentati... View the full answer