Page 230 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Ashwani Panesar, Lovely Professional University
Unit 9: Segmentation, Targeting and Positioning

Unit 9: Segmentation, Targeting and Positioning Notes

CONTENTS
Objectives
Introduction

9.1 Segmentation
9.1.1 Requirements for Effective Segmentation
9.1.2 Bases for Segmentation

9.2 Targeting Marketing Segments
9.3 Positioning
9.3.1 Repositioning
9.4 Application of Marketing Mix Strategic Perspective
9.5 Summary

9.6 Keywords
9.7 Review Questions
9.8 Further Readings

Objectives

After studying this unit, you will be able to:
 Study the marketing scenario involved in customers acquisition
 Study the STP formulae of marketing
 List the requisites for effective segmentation

 Discuss the bases for segmentation
 Analyse marketing tools
 Take a knowledge about segmentation

 Take a knowledge about targeting
 Determine the advantages of such a marketing mix
Introduction

Modern companies understand the fact that they cannot appeal to all buyers in the market or at
least not to all buyers in the same way. There are numerous buyers in the market and they are
too widely scattered. These buyers are varied in their needs and buying practices. Also, the
companies themselves vary widely in their abilities to serve different segments of the market.
In such a scenario, the companies must design customer-driven marketing strategies that build
the right relationships with the right customers.

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