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Marketing: A McGraw-Hill and QUT Custom Publication
Marketing
A McGraw Hill and QUT Custom Publication
Market Segmentation, Targeting and Positioning

Learning Objectives


Chapter 3 - Market Segmentation, Targeting and Positioning
AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:
  • The related concepts of market segmentation, target marketing, and positioning
  • The process of market segmentation, including its benefits and conditions for use
  • Bases for segmenting consumer and business markets
  • Three target-market strategies: aggregation, single-segment strategy, and multiple-segment strategy
  • The three steps in developing a positioning strategy








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