From discussions and material presented during lectures write an essay to demonstrate your theoretical understanding and practical application of Marketing. Each student is to select one of the essay...

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Marketing
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Table of Contents
Introduction ............................................................................................................................................. 3
Segmentation........................................................................................................................................... 3
Targeting ................................................................................................................................................. 3
Positioning .............................................................................................................................................. 3
Segmentation, targeting and positioning are interrelated activities ........................................................ 3
(Fashion for Men): Industry specific example ........................................................................................ 5
Segmentation of the fashion industry for men ..................................................................................... 5
Targeting of customers ....................................................................................................................... 7
Positioning the brand or products ...................................................................................................... 7
Conclusion .............................................................................................................................................. 7
References ............................................................................................................................................... 8
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Introduction
Segmentation, targeting and positioning are interrelated activities which are highly
required for meeting the success of the any products marketing mix. The following essay
includes the discussion of the terms segmentation, targeting and positioning individually and
then describing their interrelations. The essay also includes the discussion of each term in
detail and then inferring their interrelations with each other. The fashion for men industry has
been selected in order to understand these concepts in practical terms and give an idea about
the practical application of each term. Finally a conclusion has been drawn in order to justify
the analysis given.
Segmentation
Segmentation can be said to be as the process of dividing the large unit or
bifurcating a unit into small units having more or less related and similar characteristics. It
can also be said as the marketing concept which divides the complete market space into small
market set ups comprising of customers with similar demand, taste and preferences
(Sandhusen 2008).
Targeting
Targeting in simple terms can be said to be as the selection of some specific market of
customers or customer area to which the company wishes to sell its goods and services.
Targeting includes the segmentation of market and selection of the segment which seems to
be appropriate for the organization to offer (Stone and Desmond 2007).
Positioning
Positioning in simple terms can be said to be as the process under which organizations tries to
create an identity and image in the minds of the customers for the products to influence the
perception of the product or brand in their minds as compared to the competing brands and
products. The main aim of positioning any product or brand is to occupy a unique, clear and
advantageous position for the product in the mind of the customers (Havaldar 2010).
Segmentation, targeting...