Unit 1: Marketing
Segmentation, targeting and positioning
Explore the concepts of segmentation, targeting and positioning
Macro-environment: environmental scanning, political, legal, economic, socio-cultural, ecological and technological factors
Micro-environment: stakeholders (organisation's own employees, suppliers, customers, intermediaries, owners, financiers, local residents, pressure groups and competitors), direct and indirect competitors, Porter’s competitive forces
Buyer behaviour: dimensions of buyer behaviour, environmental influences, personal variables — demographic, sociological, psychological — motivation, perception and learning, social factors, physiological stimuli, attitudes, other lifestyle and lifecycle variables, consumer and organisational buying
Segmentation: process of market selection, macro and micro segmentation, bases for segmenting markets ie geographic, demographic, psychographic and behavioural; multivariable segmentation and typologies, benefits of segmentation, evaluation of segments and targeting strategies, positioning,
Suggested Reading
Marketing: Principles and Practice
Principles and Practice of Marketing, 3rd Ed.
Principles of Marketing: European Edition
