Page 130 - DMGT509_RURAL MARKETING

Dilfraz Singh, Lovely Professional University Unit 7: Segmenting, Targeting and Positioning

Unit 7: Segmenting, Targeting and Positioning Notes

CONTENTS
Objectives
Introduction
7.1 Market Segmentation

7.2 Conditions for Effective Market Segmentation
7.3 Approaches for Segmenting the Rural Market
7.3.1 Based on Size of Village Population

7.3.2 Based on Location with Respects to Nearby Town
7.3.3 Based on Size of Farmland
7.4 Rural Market Segmentation Tools
7.4.1 Thomson Rural Market Index
7.4.2 Mica Rural Market Rating

7.4.3 Linquest
7.4.4 Indian Market Demographic
7.4.5 Business Intelligence Unit

7.4.6 Lincompass
7.4.7 ARCVIEW
7.5 Summary
7.6 Keywords
7.7 Review Questions

7.8 Further Readings

Objectives

After studying this unit, you will be able to:
 Define Targeting and Segmentation.

 Discuss the Market segmentation.
 Describe the Rural Marketing Segmentation Tools.
 Explain Approaches of Segmenting the Rural Market.

Introduction

Market segmentation involves grouping your various customers into segments that have common
needs or will respond similarly to a marketing action. Each segment will respond to a different
marketing mix strategy, with each offering alternate growth and profit opportunities.

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