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Principles of Marketing (LibreTexts)
5: Market Segmenting, Targeting, and Positioning

5: Market Segmenting, Targeting, and Positioning

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Jul 26, 2023
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- 4.7: Discussion Questions and Activities
- 5.1: Targeted Marketing versus Mass Marketing

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5.1: Targeted Marketing versus Mass Marketing
5.2: How Markets Are Segmented
Sellers can choose to pursue consumer markets, business-to-business markets, or both. Consequently, one obvious way to begin the segmentation process is to segment markets into these two types of groups. Different factors influence consumers to buy certain things. Many of the same factors can also be used to segment customers. A firm will often use multiple segmentation bases, or criteria to classify buyers, to get a fuller picture of its customers and create real value for them.
5.3: Selecting Target Markets and Target-Market Strategies
5.4: Positioning and Repositioning Offerings
5.5: Discussion Questions and Activities

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