MKTC 325 – Segmentation Targeting and Positioning (1.5)
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Successful marketing is dependent on marketers identifying and selecting the buyers that are most likely to buy their products and services; if effective segmenting, targeting, and positioning aren't done, companies will fail and inappropriately use their time, money, equipment, and other resources. Marketers must determine how their products and services should be remembered through the process of positioning. There are many influences that are involved, and you will practice these all-important tactics.
COMPETENCY OBJECTIVES
Upon successful mastery of this competency, you will be able to:
- Discuss the different techniques and criteria used for segmenting markets.
- Describe how firms determine whether a segment is attractive and therefore worth targeting.
- Justify and use the various techniques and criteria to identify and segment a global market in a business scenario.