Session 8 Market Segmentation, Targeting, and Positioning

Time required: 2 hours
Objectives & Requirements
　　Be aware of
　　•  characteristics of the four types of marketing
　　• criteria and methods of segmentation, targeting and positioning.
Essential Concepts
　　• mass marketing,
　　• product-variety marketing
　　• customization,
　　• segmentation
　　• targeting
　　• market positioning
Text Chapter and Supplementary Materials
　　Chapter 7，Kotler & Armstrong, Principles of Marketing 9th ed.
　　References at the end of the chapter, and in the Course Syllabus
Exercises and Discussion
　　Marketing Applications: Question 1 (a – e)
　　Issues for Discussion:
　　1. Applying the relevant principles, please evaluate the targeting and positioning strategies of Haier, TCL, Lenovo for their major products.
　　2. What do you think of the positioning strategy of “Brain Platina”(脑百金)？
Case Analysis：
　　“ RJR’ Eclipse: Rising from Premier’s Ashes”, Principles of Marketing 9th ed.

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