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Chapter 6: Market Segmenting, Targeting, and Positioning

6.1 Targeted Marketing versus Mass Marketing

6.2 How Markets Are Segmented

6.3 Selecting Target Markets and Target-Market Strategies

6.4 Positioning and Repositioning Offerings

 

 


Section 6.1 Targeted Marketing versus Mass Marketing, Section 6.2 How Markets Are Segmented, Section 6.3 Selecting Target Markets and Target-Market Strategies, and Section 6.4 Positioning and Repositioning Offerings are edited versions of the chapter ‘Chapter 5: Market Segmenting, Targeting, and Positioning’ from the textbook ‘Principles of Marketing,’ authored by University of Minnesota Libraries Publishing edition, 2015 – this book was adapted from a work originally produced in 2010 by a publisher who has requested that it not receive attribution.

The following changes were made to the most recent edition: Created new title for Figure 6.1: Mass marketing; Created new title for Figure 6.2: Targeted Marketing; Created new title for Figure 6.3: Market segmentation; Created new title for Figure 6.4: Multiple uses; Created new title for Figure 6.5: Segmentation variables; Created new title for Figure 6.6: Marital-status as segmentation; Created new title for Figure 6.7: Family life cycle segmentation; Created new title for Figure 6.8: Proximity marketing; Added learning objectives for sections 6.1, 6.2, 6.3 and 6.4.

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Chapter 6: Market Segmenting, Targeting, and Positioning Copyright © 2017 by Babu John Mariadoss. All Rights Reserved.

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