1. Segmentation, targeting, Positioning, Mapping Maher ARAFAT, June, 2010

2. Knowing about markets is important, but businesses also need information about customers. Not all of us like or buy the same thing (music, food, books or shops). so businesses need to find some way of group people with similar tastes together, this is called SEGMENTATION. This will result in marketing products more successfully.

3. Because in a good strategic plan, we are always working on growing the organization. How we grow? We grow by providing value. Growth = Value. What is value? People giving money for something in exchange.

4. so businesses need to find some way of group people with similar tastes together, this is called SEGMENTATION. This will result in marketing products and services more successfully.

5. The magazines market … (Children, Teenage, women, men) The publishers segmented the market by age is this case. also they can segment the market by lifestyle and interests. (gardening, fishing, auto, decoration..)

6. Write down how this market is segmented…? Try to give some examples of brands of cars targeted to each segment…

7. Age: Income: Gender:

8. Age: Golf vs. Verna Income: BMW 5 Series vs. Ford Focus Gender: Fiat vs. Tuscan

9. Businesses by knowing which segments they are targeting they can better decide: WHEN? WHERE? HOW? To advertise to attract those people.

10. If asked to suggest segmentation criteria. Think about: The product/service and come up with realistic suggestions. If analysis is required, think about: Show the consequences of segmentation.

11. Knowing how, when and where to advertise can mean the business to spend less on advertising and be more successful in advertising This can lead to: lower prices, so higher sales, Profitability $$$$$$$

13. To BusinessTo CustomerTo Government Initiated by Business B2B The idea factory www.ideafactory.c om B2C www.classmates.co m B2G Western Australia Gov Supply www.ssc.wa.gov.au Initiated by Customer C2B Better Business Bureau www.bbb.org C2C www.ebay.com C2G www.fovworks.gov Initiated by Government G2B Small Business Administration www.sba.gov G2C California State www.state.ca.us G2G Gov. One Solutions www.govonesolution.co m