7   Segmentation, targeting and positioning

Learning objectives

At the end of this chapter you should be able to:

•  explain different approaches to segmenting a market;

•  understand the issues involved in selecting a target market;

•  understand the role of positioning in communicating the value proposition;

•  appreciate the ways in which digital marketing is impacting upon segmentation.

7.1 Introduction

The process of segmentation, targeting and positioning is central to effective strategic marketing. Segmentation is concerned with the process of identifying different groups of customers who are similar in ways that are relevant to marketing. In order to segment a market, it is important to understand who your customers are, why they behave ...

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