1. Lesson 2 – Market Segmentation and Marketing Mix

2. Objectives: Value of a marketing plan Strategy of target marketing Market segmentation The marketing mix

3. Use resources to increase sales and gain competitive advantage Identify target market Develop marketing mix Marketing Strategy and Planning

4. Target market- group of people most likely to buy a product Target Market and Market Segmentation Market segmentation- Dividing a groups of customers, or “segments”

5. Target marketing can be seen in the different ways apple juice may be packaged. Target Marketing

6. Four factors of consumer market segmentation: Demographic Geographic Psychographic Behavioral Consumer Market Segmentation

7. Three factors of consumer market segmentation: Geographic Customer-based Product-use-based Business Market Segmentation

8. Product Pricing Place Promotion Marketing Mix

9. Lesson 2 – Market Segmentation and Marketing Mix Summary: Value of a marketing plan Strategy of target marketing Market segmentation The marketing mix