9-24: Step 4: Selecting a Target Market Hallmark looks at geographic segmentation
when building new stores.
They also use benefit segmentation for their
In general, a company matches their
competencies with the attractiveness of target
9-25: Segmentation Strategy Ask students: What is an example of a mass
market product? Answer: There are very few
mass market products.
Even commodity goods such as flour are now
Ask students: What are examples of products
that use differentiated, concentrated, and
micromarketing segmentation strategies?
Differentiated = Coca Cola
Concentrated = Helena Rubenstein or Clinique
Microtargeting = Financial Services Providers
9-26: Step 5: Identify and Develop
Positioning strategies generally focus on either
how the product or service affects the consumer
or how it is better than competitors’ products
When positioning against competitors, the
objective is to play up how the brand being
marketed provides the desired benefits better
than do those of competitors.
Firms thus position their products and services
according to value, salient attributes, and
symbols, and against competition.