Segmentation, Targeting & Positioning

• What is Market Segmentation?

  Involves dividing a market into parts that reflect different customer needs and wants.
• What is Niche Marketing

  • Where a business targets a smaller segment of a larger market, where customers have specific needs and wants.
• What is Mass Marketing ?


  Where a business sells into the largest part of the market, where there are many similar products offered by competitors.
• What is a Target Market ?

  The set of customers sharing common needs and wants that a business decides to target.
• What is The Marketing (Positioning) Map ?

  It illustrates the range of “positions” that a product can take in a market based on two dimensions that are important to customers.
• What is Segmented Marketing ?

  Business target several market segments within the same market

  Products are designed and targeted at each segment.