Market Segmentation for Companies

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Creating value for both customers and companies need some marketing research and some processes related with market segmentation.For making a effective and useful market segmentation,there will be some steps and some concepts that has to be known. The companies have to pay attention segmenting their products and entering a new market.Because of that, the company takes into consideration the all process of the market segmentation such as target marketing, segmenting consumer markets, segmenting business markets, segmenting international markets, brand value relations with customer value , benefits and disadvantages of segmentation.

Customers are the center point of all marketing
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Fourthly, choosing the target segment in the market . As a fifth, for all target segments in the market, defining potential positioning concepts. Lastly, choose, evaluate and signal the selected positioning concept (kotler,1988; 280).
Moreover, there will be some targeting strategies for company. Targeting strategies of companies show differences according to the type of the product,consumer behavior,firms strategies and marketing approaches .For identifying the proper targeting market ,the firm has to make decision to serve which type of target marketing segments as a strategy.

Figure 2.1

Figure 2.1 shows the vary of target market segments from targeting widely to targeting tightly.(Kotler-Armstrong,2012;225)
Another definition of the mass marketing is undifferentiated marketing.The firm create a product and serve that reach widely number of consumers.Differentiated marketing is about positioning the product in vary segments.With differentiation strategy, firms want to reach big amount of sales numbers and situate in a better position in all segments. Another name of the concentrated marketing is niche marketing. This strategy provides the firms for concentrating in a single market, small and focused market segments for getting a big amount of share instead of participating in big markets for getting a less amount of share.Local and individual marketing generate micromarketing.Local marketing includes habilitating companies and
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