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1、MarketingStrategyMarketSegmentationandTargetStrategyAmarketconsistsofpeopleororganizationswithwants,moneytospend,andthewillingnesstospendit.However,withinmostmarketsthebuyer*needsarenotidentical.Therefore,asinglemarketingprogramstartswithidentifyingthedifferencesthatexistwithinamarketsprocessc

2、alledmarketsegmentation,anddecidingwhichsegmentswillbepursuedadstargetmarkets.Marketingsegmentationenablesacompanytomakemoreefficientuseofitsmarketingresources.Alsojtallowsasmallcompanytocompeteeffectivelybyconcentratingononeortwosegments.Theapparentdrawbackofmarketsegmentationisthatitwillresu

3、ltinhigherproductionandmarketingcoststhanaone-product,mass-marketstrategy.However,ifthemarketiscorrectlysegmented,thebetterfitwithcustomers*needswillactuallyresultingreaterefficiency.Thethreealternativestrategiesforselectingatargetmarketaremarketaggregation,singlesegment,andmultiplesegment.Mar

4、ket-aggregationstrategyinvolvesusingonemarketingmixtoreachamass,undifferentiatedmarket.Withasingle-segmentstrategy,acompanystillusesonlyonemarketingmix,butitisdirectedatonlyonesegmentofthetotalmarket.Amultiple-segmentstrategyentailsselectingtwoormoresegmentsanddevelopingaseparatemarketingmixto

5、reachsegment.PositioningtheProductManagement'sabilitytobringattentiontoaproductandtodifferentiateitinafavorablewayfromsimilarproductsgoesalongwaytowarddeterminingthatproduct'srevenues.Thusmanagementneedstoengageinpositioning,whichmeansdevelopingtheimagethataproductprojectsinrelationtocompetiti

6、veproductsandtothe行rm'sotherproducts.Marketingexecutivescanchoosefromavarietyofpositioningstrategies.Sometimestheydecidetousemorethanoneforaparticularproduct.Hereareseveralmajorpositioningstrategies:1.PositioninginRelationtoacompetitorForsomeproducts,thebestpositionisdirectlyagainstthecompetit

7、ion.Thisstrategyisespeciallysuitableforafirmthatalreadyhasasoliddifferentialadvantageoristryingtosolidifysuchanadvantage.TofendoffrivalmarkersofmicroprocessorsJntelCorp」aunchedacampaigntoconvincebuyersthatitsproductissuperiortocompetito