LWS: Marketing Segmentation Strategy (ENG)

This lecture outlines the critical steps in designing a customer value-driven marketing strategy by focusing on who to serve and how to create value for them. It details the four major bases for segmenting consumer markets—geographic, demographic, psychographic, and behavioural—and notes that business markets often utilize similar variables like operating characteristics and purchasing approaches. The material further explores market targeting strategies ranging from broad undifferentiated marketing to narrow micromarketing, emphasizing the importance of socially responsible practices. Finally, the content describes how companies use differentiation and positioning to occupy a clear, desirable place in the minds of target consumers relative to competitors, often visualized through perceptual maps based on price and quality.