S/M/384. Dissertation. Market Segmentation and Targeting

The dissertation examines the concepts of target marketing (TM) and market segmentation (MS) reviewing related academic literature on the evaluative criteria of MS, the bases for segmenting consumer markets, different types of MS, i.e. geo-demographic segmentation, benefit segmentation, behavioural segmentation, lifestyle segmentation, etc. Examples of MS strategies are provided discussing the MS of Tesco, ICI Fertilizers, Kellogg’s, etc. The issues of consumer behaviour are addressed within the framework of the marketing mix (4Ps) model; the features of marketing for organisational buyers are outlined; the differences between domestic and international marketing are explained.