Levels of Market Segmentation

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The identification of potential customers based on common characteristics and needs, which distinguish them from other members of a population, is essential to the development of a strategic marketing plan. Accomplishing this goal enables marketers to segment potential customers by characteristics that influence buying decisions. It also enables companies to develop product-positioning strategies to create a positive impression in the minds of probable customers regarding the company and its brands. Different approaches are used to segment a large market into market segments, each of which is unique in terms of its response to a company’s product and service offerings. In turn, a company develops different promotion, distribution and product positioning strategies that appeal to each segment.

1. Mass Marketing Strategy
2. Segment Marketing Strategy
3. Niche Marketing Strategy
4. Micro Marketing Strategy