University of Nairobi Market Segmentation & Targeting Strategies Questions

Question #1 How to define market segmentations (what are three steps used in the market segmentation process)?

Question #2 What is the Five-Step Process technique used by marketers to choose attractive market segments?

Question #3 One of the three common targeting strategies is “niche-market strategy”. Explain this strategy and provide at least two examples.

Question #4 One of the three common targeting strategies is “mass-market strategy”. Explain this strategy and provide at least two examples.

Question #5 One of the three common targeting strategies is “growth-market strategy”. Explain this strategy and provide at least examples.

Question #6 What is the relationship between market segmentation, target marketing, and product positioning? What damage will be done to a company’s target marketing and positioning efforts if markets are incorrectly or not effectively or insightfully segmented?

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