target markets and
Stage 1—Identification of
Step 1—Analyse external
environment (forces, competition,
Step 2—Analyse organisation
(mission, objectives, SWOT)
Step 3—Examine market
research and marketing
Step 4—Determine marketing
mission and objectives
Stage 2—Strategy determination
implemention, evaluation and
CHAPTER OBJECTIVESChapter 4 examines the development of marketing
research and its use in segmentation, the selection of
target markets and positioning. It demonstrates how
marketing missions are created, objectives established
and target markets selected. Furthermore it highlights
how positioning is used to effectively locate a product or
service within that target market.After studying this chapter you should be able to:
|1. ||Create a basic marketing information system.|
|2. ||Articulate the components of small-scale market
|3. ||Comprehend the market segmentation process.|
|4. ||Understand the rationale for the selection of target
|5. ||Appreciate the concept of positioning.|
Questia, a part of Gale, Cengage Learning. www.questia.com
Book title: Strategic Sport Marketing.
Contributors: David Shilbury - Author, Shayne Quick - Author, Hans Westerbeek - Author.
Publisher: Allen & Unwin.
Place of publication: Crows Nest, N.S.W..
Publication year: 2003.
Page number: 55.
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