This document discusses market segmentation and targeting. It defines market segmentation as subdividing a market into distinct subsets that can be targeted with distinct marketing mixes. There are three main types of segmentation criteria: customer characteristics like demographics and psychographics, benefits sought, and customer behaviors like usage patterns. The document also discusses how companies select target market segments based on factors like segment size, growth rate, profitability, and competitiveness. It provides examples of how different companies have successfully targeted segments.

1. Segmentation and Targeting

3. Segmentation Dilemma MASS MARKETING Economies of Scale CUSTOMIZATION Everyone Wants Something Different

14. Targeting Dilemma - Segment Attractiveness SEGMENT VALUE More Opportunity COMPETITION More Companies Compete for Valuable Segments

17. Porter’s Market Forces Model