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3-1

Segmentation and Target Marketing

Market Segmentation:

Divide the market intosegments of customers

Target Marketing:

Select the segment tocultivate

#1 #2


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3-2

Identifying Segment.


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3-3

Target Market


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The Marketing Environment

3


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3-5

Includes: Microenvironment: actors close to the

company that affect its ability to serve itscustomers.

Macro environment: larger societal forces thataffect the microenvironment. Considered to be beyond the control of the

organization.

Marketing Environment


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3-6

Actors in the Microenvironment


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Suppliers: Provide resources

needed to producegoods and services.

Important link in the value deliverysystem.

Most marketers treatsuppliers like partners.

The Companys Microenvironment


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The Companys Microenvironment

Marketing Intermediaries: Help the company to promote, sell, and distribute

its goods to final buyers Resellers Physical distribution firms

Marketing services agencies Financial intermediaries


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5 Types of Customers

Consumer markets Business markets (B to B) Reseller markets Government markets International markets


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Competitors

Must understand competitors strengths Must differentiate firms products and

offerings from those of competitors Competitive strategies should emphasize

firms distinctive competitive advantage in

marketplace


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The Macro environment

The company and all of the other actorsoperate in a larger macro environment of

forces that shape opportunities and posethreats to the company.


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The Companys Macro environment


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Pakistan Demographics

Age Structure 0-14 years 39% ( male 20% Female 18.9%)

15-64 years 56.9% ( male 29% Female 27% ) 65 years and over 4.1% ( male 1.9% Female 2.1% Population growth 2.09%


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Better Educated Population

Age 15 and over can read and write Total Population

48.7% Male 61.7% Female 35.2%


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Life expectancy

Total Population 63.39 Male 62 Female 64.44


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Economic Environment

Income Distribution Upper class Middle class Working class Underclass

Consists of factors that affect consumerpurchasing power and spending patterns.


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Technological Environment

Mostdramaticforce nowshaping our

destiny.


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Cultural Environment

The institutionsand other forces

that affect asocietys basicvalues,

perceptions,preference, andbehaviors.

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