Marketing Segmentation, Targeting and Positioning Essay

1388 Words Oct 2nd, 2012 6 Pages
1. Describe in your own words, market segmentation, give an example of how a market may be segmented, and explain the reason for segmentation. 2. Explain the principles of targeting and give two examples of a targeted market. 3. Discuss what is meant by positioning using two example of a business positioned in differing market sectors

Marketing consists of a range of techniques designed to sell a product/service. It focuses on customers and their needs, firms generally undertake research aimed at finding out about their customer’s requirements. A well planned marketing campaign involves a range of methods including; market positioning, Market planning, identification of target markets and market segmentation. Consideration of
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They tailor their facilities to suit the needs of the two segments for example by adding childcare facilities and an assortment of activities structured for your children whilst you enjoy a work out. To attract more customers during the day the gyms and health clubs generally charge less for an off peak membership than a peak membership.

Target Marketing is part of the segmentation process, once segments have been established a good marketing campaign will be created to target one or more of the segments or customer groups. The idea is to create a campaign/product/price that suits the particular segment/customer group. Focusing on one area of the market’s customers with similar needs is regarded as essential to modern marketing processes. It allows the company to develop customer loyalty to a particular brand. A key concept in target marketing is that those who are targeted show a strong affinity or brand loyalty to that particular brand. Target Marketing allows the sales team to customize their message to the targeted group. There are 5 main factors to contemplate when selecting the segments to target they
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