Segmentation Targeting and Positioning are three of the most applied marketing techniques for dividing the market in order to focus marketing efforts more efficiently.

1. MARKETING
Segmentation
Targeting
CUSTOMER
Approaching
Positioning
Product
Price
Place
Promotion

2. High Level Process
Market Segmentation
•Identify bases for segmentation
•Determine important characteristics of each market segment
Market Targeting
•Evaluate potential and commercial attractiveness of each segment
•Select one or more segments
Marketing Positioning
•Develop detailed product positioning for selected segments
•Develop a marketing mix for each selected segment

3. Segmentation Approaches
Geographic
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Demographic
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Physiographic
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Socio/Cultural
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User Behavior
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4. Segmentation Matrix
Low
High
High
ATTITUDES
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ATTITUDES

5. Targeting
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6. Segment size and growth
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7. Segment Attractiveness
Segment Attractiveness
Competition
Substitutes
Power of buyers
Suppliers
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8. Product Positioning Map
A
B
D
C
Low Price
High Price
Low Quality
High Quality

9. Summary
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10. MARKETING
CUSTOMER
Product
Price
Place
Promotion
Segmentation
Targeting
Approaching
Positioning