Structure of Flows in a Modern Exchange Economy:
Target Markets, Positioning and Segmentation:
➢ A marketer can rarely satisfy everyone in the markets.
➢ Marketers start by dividing the market into segments.
➢ They identify and profile distinct groups of buyers who might prefer or require
varying product mix by examining demographic, psychographic, and behavioral
differences among buyer
➢ After identifying market segments, the marketer then decides which present the great
opportunity-which is its target market.
➢ For each, the firm develops a market offerings ie positions in the minds of the target
buyers as delivering some central benefits
E.g. Scorpio (SUV) launched by M&M is designed for people who prefer sturdy vehicle that
offers luxury and comfort.
Value and Satisfaction:
➢ The offering will be successful if it delivers value and satisfaction to the target buyer.
➢ The buyer choose between different offerings based on she perceive to deliver the
➢ Value reflects the sum of the perceived tangible and intangible benefits and costs to
➢ Value is a composition of of quality service and price (QSP) called the customer value
➢ Value increases with quality and service and decreases with price although other
factors can also play an important role in our perception of value
➢ Marketing can be considered as identification, creation, and communication
delivery and monitoring of customer value.
Mr. P. K. Sahu (Assist. Prof. CEOB)