Marketing: A Very Short Introduction
Kenneth Le Meunier-FitzHugh
Published:
2021
Online ISBN:
9780191866227
Print ISBN:
9780198827337
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Marketing: A Very Short Introduction
Kenneth Le Meunier-FitzHugh
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Kenneth Le Meunier-FitzHugh
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February 2021
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Le Meunier-FitzHugh, Kenneth, 'Segmentation, targeting, and positioning, and the role of branding', Marketing: A Very Short Introduction, Very Short Introductions (
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Abstract
This chapter assesses marketing segmentation, targeting, and positioning, and considers the role of branding. Marketing segmentation ensures that the organization’s resources are directed at the customer segments that are going to provide the best returns. The four generic segmentation methods that are commonly used to group customers by their overall characteristics are described as: geographic, demographic, psychographic, and behavioural. Positioning concerns the act of designing the organization’s offering so that it occupies a distinct position within its customers’ minds. Meanwhile, the four types of targeted marketing strategies of undifferentiated, differentiated, focused, and customized are explored. Lastly, the importance of brand (an intangible asset of the organization that embodies their values) to marketing efforts is discussed.
Keywords: branding, marketing, positioning, targeting, business-to-business segmentation, marketing segmentation
Subject
Marketing
Series
Very Short Introductions
Collection: Very Short Introductions
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