The process of defining and dividing the homogenous market into clearly identifiable segments having similar needs, wants, or demand characteristics. Its objective is to design a marketing mix that precisely matches the expectations of customers in the targeted segment.

Course Outline

TARGETED MARKETING VERSUS MASS MARKETING

  • Benefits of Segmenting and Targeting Markets
  • Segmenting and Targeting a Firm’s Current Customers

HOW MARKETS ARE SEGMENTED

  • Types of Segmentation Bases
  • Behavioral Segmentation
  • Demographic Segmentation
  • Geographic segmentation
  • Psychographic segmentation

SELECTING TARGET MARKETS AND TARGETMARKET STRATEGIES

  • Criteria for Market Segments
  • Target-Market Strategies
  • Multisegment Marketing
  • Concentrated Marketing
  • Targeting Global Markets

POSITIONING AND REPOSITIONING OFFERINGS

  • Describe how a product can be positioned and mapped ( Perceptual Map).
  • Explain what repositioning is designed is to do.

DISCUSSION AND ACTIVITIES

Established in 1993, in Egypt, the Group is specialized in Human Resources Solutions. We_They Group has two subsidiaries; We_They and Top Business Limited. Top Business Human Resources Consultants offers Human Resources Outsourcing and Salary Administration, Human Resources Consultations and Management Development, Public and Tailored Training and Conferences & Exhibitions Management. We_They Limited offers Local and Overseas Recruitment and Assessment Centers.

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