Segmentation, targeting and positioning: Review of the book Marketing management, by Kotler & Dubois

Acepublisher a.

Order the writing of a tailor-made Services marketing Book reviews

Free quote online

Book review Format .doc

"Segmentation, targeting and positioning": Review of the book "Marketing management", by Kotler & Dubois

Download

Read an extract

Reader
Abstract
Contents
Extract

Abstract

Segmentation indicates the division of the population. Targeting is the process of selecting the segments determined previously. Positioning is done on the basis of competitive bids. It is important for a company to differentiate its product or service in the consumer's mind.

- It is impossible to consider each individual and make a tailor-made campaign to sell a product or service to him.
- Segmentation involves dividing the total potential market of a product or service in distinct and homogeneous subsets. It also involves evaluating those who are likely to respond to the offer in a favorable way, in order to enable the company to adapt its marketing policy to one, or several subsets.

The positioning of a product can help find a suitable market, given the best conditions for successful integration and trade, so as to guide the choice of consumers in order:
-to identify the buyer of the product
-to mark the differential characteristics
-to fix the boundaries of performance compared to competitors, and
-to associate the symbolic representation of the product with recognized values

Tags: Segmentation, Targeting, Positioning, differential characteristics, symbolic representation

Introduction
Segmentation
1. Definition
2. What are the situations for segmentation ?
3. What are the criteria for segmentation ?
Targeting
Positioning
1. Definition of positioning
2. What is the method of getting a good position?

Get this table of contents for free after login.

Extract

[...] o The criteria for lifestyle and personality o The demographic, geographic and socio-economic criteria - The criteria for segmentation of industrial markets are : o The criteria of operating environment (industry sectors, company size, use of product or brand etc.) o Organizational and behavioral criteria (policy purchase, buyer-seller relationship etc.) o Situational criteria (urgency of execution, application of the product, order size, etc.) Targeting - Three strategies may be adopted to achieve good targeting: o The counter-segmentation or undifferentiated marketing, which corresponds to the proposal of a mix suited to the largest segment by volume, value, or image, hoping that the benefits are also favorable to other segments. [...]

doc