Not everyone likes the same cereal, restaurant, college, or movie. Therefore, marketers start by dividing the market into segments. They identify and profile distinct groups of buyers who might
prefer or require varying product and service mixes by examining demographic, psycho-graphic,
and behavioural differences among buyers.
After identifying market segments, the marketer decides which present the greatest opportunities—
which are its target markets.For each, the firm develops a market offeringthat it positionsin the minds
of the target buyers as delivering some central benefit(s). Volvo develops its cars for buyers to whom
safety is a major concern, positioning its vehicles as the safest a customer can buy.
prefer or require varying product and service mixes by examining demographic, psycho-graphic,
and behavioural differences among buyers.
After identifying market segments, the marketer decides which present the greatest opportunities—
which are its target markets.For each, the firm develops a market offeringthat it positionsin the minds
of the target buyers as delivering some central benefit(s). Volvo develops its cars for buyers to whom
safety is a major concern, positioning its vehicles as the safest a customer can buy.
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