Contemporary Marketing

Business

Quiz 9 :
Market Segmentation, Targeting, and Positioning

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Quiz 9 :
Market Segmentation, Targeting, and Positioning

Consumer products: The product that is purchased by the target buyer for personal use is defined as consumer products. Business products: The product acquired for the purpose of direct or indirect production of other goods and services is defined as business goods. Classification of products: img

Segmentation of the market for different businesses: The C Restaurant group holds three food chains namely BR, PT and TC. All these three restaurants are more or less equal when considering their price range and target customers. The difference among these three food chains is the differences in the taste and preference of the consumers. BR mainly serves fast food items like burgers, PT serves fresh and tropical C cuisine, and TC serves fast casual food items. BR focuses on leisure customers looking for hamburgers and TC focuses on the tropical food lovers. All these are family restaurants which offer ample service for the comfort of the consumers. TC mainly focuses on customers who require food on the go. Their restaurant layout, service and all other facilities are structured for that. The restaurant includes drive-in checkouts, and motels for the comfort of the drive-in customers.

Profile: The profile of X as a part of market segment is as follows: • Geographical location - X is a metropolitan city dweller. • Gender and age - X is a male of age around 25. • Household type - X resides with his friends. • Income and spending - X has reasonable income and spends more to meet his basic and esteem needs.