MKT503 Clients and Markets

Segmentation & targeting
Briefly describe the customer oriented segmentation and targeting process, acknowledging its relevance to B2C and B2B marketing.

Segment evaluation

Identify and describe company’s market, acknowledging the various existing and potential B2C and B2B customer segments in terms of ‘typical’ market segmentation dimensions (e.g., behavioural, psychographic and profile data for consumer markets, and in terms of micro and macro segments for organisations).

Identify and describe the specific B2C niche customer segment for the company marketing team to focus on. Explain the rationale for its selections in terms of distinctiveness / size / accessibility / stability /
match with the company strategic orientation. Outline the buyer behaviour concepts and theories* relevant for further investigation (you will apply these in assignment 2) to ensure an effective buyer behaviour focused marketing mix can be developed.

Identify and describe a specific B2B niche segment for the company marketing team to focus on. • Explain the rationale for its selections in terms of distinctiveness / size / accessibility / stability /
match with the company strategic orientation.