7/28/2019 Segmenting, Targeting and Positioning in Business Marketing

http://slidepdf.com/reader/full/segmenting-targeting-and-positioning-in-business-marketing 1/11

4/8

Vonaobtjbn, Uhrnotjbn hbe

Wisjtjibjbn jb Musjboss Ahrlotjbn

7/28/2019 Segmenting, Targeting and Positioning in Business Marketing

http://slidepdf.com/reader/full/segmenting-targeting-and-positioning-in-business-marketing 2/11

4/=

Fchptor Xuostjibs

• ^cht js ahrlot sonaobthtjib9• ^cht hro jts mobodjts, `jajthtjibs, hbe

roqujroaobts9

• ^cht js tco prifoss id sonaobtjbn hbe thrnotjbn

musjboss ahrlots9

• ^cht hro tco mhsos usoe dir sonaobtjbn musjboss

ahrlots9

• Ciw ahrlot sonaobts hro ovh`uhtoe hbe so`oftoe9• ^cht hro tco thrnot ahrlot strhtonjos9

• ^cht js pisjtjibjbn hbe ciw ti eovo`ip h 

pisjtjibjbn strhtony9

7/28/2019 Segmenting, Targeting and Positioning in Business Marketing

http://slidepdf.com/reader/full/segmenting-targeting-and-positioning-in-business-marketing 3/11

4/6

^cht js ahrlot sonaobthtjib9Jt js tco prifoss id ejvjejbn (j.o. sonaobtjbn) h

ahrlot jbti nriups id fustiaors (j.o. ahrlot

sonaobts), wci chvo sjaj`hr roqujroaobts dir h

prieuft ir sorvjfo (j.o. ahrlot iddorjbn).

Musjboss ahrlotors djrst jeobtjdy ahrlot sonaobts

hbe tcob eofjeo wcjfc sonaobts ti thrnot.

7/28/2019 Segmenting, Targeting and Positioning in Business Marketing

http://slidepdf.com/reader/full/segmenting-targeting-and-positioning-in-business-marketing 4/11

4/5Mobodjts hbe @jajthtjibs id

VonaobthtjibMobodjts id ahrlot sonaobthtjib;

• Obhm`os tco ahrlotor ti stuey tco ahrlot

• Vah``or djras fhb survjvo hbe suffooe

• Oddoftjvo h``ifhtjib id rosiurfos ti sonaobts

@jajthtjibs id ahrlot Vonaobthtjib• Euo ti sah`` ahrlot ir dow fustiaors

• Jbfrohso jb ahrlotjbn fists

7/28/2019 Segmenting, Targeting and Positioning in Business Marketing

http://slidepdf.com/reader/full/segmenting-targeting-and-positioning-in-business-marketing 5/11

4/?

]oqujroaobts id Oddoftjvo

Vonaobthtjib

Dir oddoftjvo sonaobthtjib, frjtorjh usoe my

ahrlotors ti ovh`uhto pitobtjh` sonaobts hro;

• Aohsurhm`o

• Vumsthbtjh`

• Hffossjm`o

• Ejddorobtjhm`o

7/28/2019 Segmenting, Targeting and Positioning in Business Marketing

http://slidepdf.com/reader/full/segmenting-targeting-and-positioning-in-business-marketing 6/11

7/28/2019 Segmenting, Targeting and Positioning in Business Marketing

http://slidepdf.com/reader/full/segmenting-targeting-and-positioning-in-business-marketing 7/11

4/>

Mhsos / Thrjhm`os dir Vonaobtjbn Musjboss

Ahrlots

Ahkir Ahfri-vhrjhm`os• Uypo id fustiaor ir jbeustry

•Vjzo id fustiaor fiaphbjos

• _shno rhto id fustiaors

• Fustiaor‚s noinrhpcjf ̀ ifhtjib

• Hpp`jfhtjib, obe-uso, ir mobodjts id tco prieuft 

Ahkir Ajfri-vhrjhm`os• Muyjbn sjtuhtjibs

• Fustiaor djras‚ fhphmj`jtjos

• Wurfchsjbn frjtorjh

• Worsibh` fchrhftorjstjfs id muyjbn-fobtro

7/28/2019 Segmenting, Targeting and Positioning in Business Marketing

http://slidepdf.com/reader/full/segmenting-targeting-and-positioning-in-business-marketing 8/11

4/3

Ovh`uhtjbn hbe Vo`oftjbn Ahrlot

VonaobtsFrjtorjh usoe dir ovh`uhtjbn ohfc sonaobt;

• Vjzo ir ahrlot pitobtjh`

• Ahrlot nriwtc

• Wridjthmj`jty

• Fiapotjtjvo hbh`ysjs

• Fiaphby imkoftjvos hbe rosiurfos 

7/28/2019 Segmenting, Targeting and Positioning in Business Marketing

http://slidepdf.com/reader/full/segmenting-targeting-and-positioning-in-business-marketing 9/11

4/:

Uhrnot Ahrlot Vtrhtonjos

Hdtor so`oftjbn thrnot ahrlot sonaobts, djras heipt

ibo id tco di``iwjbn strhtonjos;

• Fibfobtrhtoe ahrlotjbn

• Ejddorobtjhtoe ahrlotjbn

• _bejddorobtjhtoe ahrlotjbn

• Bjfco ahrlotjbn

7/28/2019 Segmenting, Targeting and Positioning in Business Marketing

http://slidepdf.com/reader/full/segmenting-targeting-and-positioning-in-business-marketing 10/11

4/87

^cht js pisjtjibjbn9Jt js h ejstjbft (ir ubjquo) p`hfo h prieuft (ir

sorvjfo) iffupjos jb tco ajbes id thrnot

fustiaors.

Jb musjboss ahrlotjbn, jt js tco vh`uo pripisjtjib id

tco ahrlot iddorjbn ti thrnot fustiaors tcht

sciu`e hbswor tco quostjib;

‐^cy tco thrnot fustiaor sciu`e muy tco

fiaphby‚s prieuft/sorvjfo jbstohe id

fiapotjtirs‚ ‑ 

7/28/2019 Segmenting, Targeting and Positioning in Business Marketing

http://slidepdf.com/reader/full/segmenting-targeting-and-positioning-in-business-marketing 11/11

4/88

Wrifoss id Eovo`ipjbn Wisjtjibjbn

Vtrhtony9• Eofjeo thrnot ahrlot sonaobts

(Vonaobtjbn hbe thrnotjbn)

•  Jeobtjdy ahkir mobodjts dir ejddorobtjhtjib(Ucriunc Ahrlotjbn ]osohrfc)

• Vo`oft ibo ir dow ejddorobtjhtjbn mobodjts

(_so porfoptuh` ahp)• Fiaaubjfhto tco pisjtjibjbn strhtony

(^jtc f`hrjty hbe fibsjstobfy)