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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, attitude ,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 of Marketing

Principles and Practice of Marketing, 3rd Ed.

Principles of Marketing: European Edition

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Home - Units - News - Links - Articles - Handouts - Books - Discussion - Unit 1 - Unit 2 - Unit 3 - Unit 4 - Unit 5 - Unit 6 - Unit 7 - Unit 8

All content copyright 2007 - 2013

Recommended Marketing Books

Marketing for Higher Awards (Second Edition) - Buy it - Excellent text book for those students undertaking the marketing unit. It includes the theory and relevant case studies for each topic area. Buy it from amazon.co.uk.

HNC/HND Business Core Unit 1: Marketing: Study Text (2000) - Buy it - Part of the HNC/HND business series, this text on marketing features a blend of topic coverage and practice opportunities with BTEC guidelines, key definitions, timed activities and assignments, and topics for class discussion. It is suitable for both classroom and individual study. Buy it from amazon.co.uk.

All content copyright © 2007 - 2013