A) DEFINE SEGMENTATION

Segmentation means to divide the marketplace into parts, or segments, which are definable,
accessible, actionable, and profitable and have a growth potential. In other words, a company
would find it impossible to target the entire market, because of time, cost and effort restrictions.
It needs to have a 'definable' segment - a mass of people who can be identified and targeted
with reasonable effort, cost and time.

B1) DEFINE MARKET

is the set of all actual and potential buyers of a product or service. A market is a group of
people or organizations with wants and needs that can be satisfied by particular product
categories.

B2) DEFINE MARKET SEGMENT

is a subgroup of people or organizations sharing one or more characteristics that cause them to
have similar product needs.

B3) DEFINE MARKET SEGMENTATION

is the process of dividing a market into meaningful groups that are relatively similar and
identifiable.
The purpose of segmentation is to enable the marketer to tailor the marketing mixes to meet the
needs of one or more specific segments

B4) DEFINE TARGET MARKET

is a group of people or organizations for which an organization designs, implements, and

maintains a marketing mix to fit the needs of that group or groups, resulting in mutually
satisfying exchange

B5) DEFINE MARKET TARGET

is the process of evaluating each market segment’s attractiveness and selecting one or more
segments to enter.

Market targeting is essential for each marketer to provide better products and services that fulfill
the needs of those segmented groups. It suggests a focus or direction to all marketing activities
C) DISCUSS STEPS IN TARGET MARKETING BY USING APPROPRIATE EXAMPLE

MARKET SEGMENTATION
 Indentify base for segmenting the market
 Develop segment profiles

TARGET MARKETING
 Develop measure of segment attractiveness
 Select target segment

MARKET POSITIONING
 Develop positioning for target segments
 Develop a marketing mix for each segment

D) DISCUSS FOUR (4) BASES OF SEGMENTATION BY USING YOUR OWN WORD

GEOGRAPHIC

Target customers based on a predefined geographic boundary. Differences in interests, value, and
preferences vary dramatically throughout cities, states,regions and countries

DEMOGRAPHIC

The process of dividing a market through variables such as age,gender,education level,family

size,occupation,income, and more. This is one of the most wildly used strategies amongst marketers.
Psychograpic

Psychographic means measurement of psychological characteristics. Hence, psychographics is about

measurement of inner characteristics of an individual. Inner psychological characteristics such as
personality, self- image, perception, attitude, and motivation play a role in driving consumer behaviour.

Behavioural

This method of segmentation uses consumer behaviour aspects for dividing the market. Consumers
differ their ways of usage and faithfulness to a product. Dividing consumers into different groups based
on behavioural aspects can help in appreciating their uniqueness and its marketing implications.

E) DISCUSS THE IMPORTANT OF EFFECTIVE SEGMENTATION TO ORGANIZATIONS.

The important of effective segmentation to organizations are, Target market, the main reason is to help
identify potential target market. Market understanding helps manager to have a greater understanding
of the marketplace, as the gain knowledge of differing consumer needs within the same market. Next
the important of market segmentation is, Marketing mix , it is easier to develop a marketing mix based
upon the needs of a precise market. Next, is competitive position it can easier to complete against
existing firms by focusing upon a smaller, more defined group of consumers. New opportunities,
creative approaches to the market segmentation may generate new opportunities. Avoid mass
marketing, in today ‘s environment, it is generally quite difficult to be successful as a marketer.

F) DEFINE UNDIFFERENTIATED MARKETING