Module 3 - Segmentation and Targeting
Segmentation and Targeting
Why determine market segments and target customers? Suppose you have just accepted a product mar...
Segmentation and Targeting Rationale
Explain the purpose of segmentation and targeting in marketing Segmentation and targeting are es...
The Purpose of Market Segmentation and Targeting
What Is Market Segmentation All About? Segmentation helps marketers answer the following set of ...
Common Segmentation Approaches
Describe common segmentation approaches The next section of this module walks through several co...
Segmentation Criteria and Approaches
Common Approaches to Market Segmentation Segmentation starts by identifying all the potential bu...
Segmentation Decisions
Explain the process of selecting an appropriate segmentation approach and deciding which customer...
Choosing a Segmentation Approach and Target Segments
Conducting a Market Segmentation As you have seen, there are many different ways a company can s...
eHarmony Targets Women Case
A Dating Web Site for Women When it was launched in 2000, eHarmony quickly made its mark as a ...
Targeting and Marketing Mix
Explain how targeting influences each element of the marketing mix Segmentation helps you decide...
Targeting Strategies and the Marketing Mix
Using the Marketing Mix to Reach Target Segments Once target segments are identified, the market...
Case Study: Red Bull Wins the “Extreme” Niche
Background Red Bull is an Austria-based company started in 1987 by Dietrich Mateschitz that sell...
Segmentation and Targeting
Remember Chumber, your new employer from the beginning of this module? Now that you’ve learned s...
Questions
1. A bicycle repair company conducted segmentation research and then targeted their direct mail c...
Glossary
Market segmentation: The process of dividing a market into smaller groups of consumers with s...