【正文】 these markets in order to prioritize their resource investment intent. The marketing manager should look at five factors for evaluating each segment. They are segment size and worthiness, segment measurability, segment attractiveness, and accessibility of the segment. These should match the available pany resources and longterm goals of the anization. Marketing Management SELECTING TARGET MARKETS Market targeting is the act of evaluating and paring the identified groups and then selecting one or more of them as the prospects with the highest potential. A marketing program is developed which will provide the anization with the best return on sales, by correspondingly deliver the maximum value to customers. After analyzing different segments, the marketing manager must select one or many segments to serve. Market segmentation helps marketing managers to understand the consumer needs and behavior better so that a marketer can plan accordingly. Market segmentation helps in paying proper attention to requirements of each market segment. It also helps selecting channels of distribution and in understanding petition. Segmentation helps in effective use of resources and proper utilization of advertising and other promotion strategies for targeting selected markets. Marketing Management TARGET MARKETING STRATEGIES The targeting strategy largely depends on the kind of product market coverage that the firm plans for the future. The resources, capabilities and intent of the respective firms also influence product market coverage decisions. Undifferentiated Marketing Strategy or Mass Marketing Strategy the marketing manager ignores the idea of segment characteristics and differences, and develops a unified marketing program for the entire market. This strategy keeps the overall marketing costs low and makes it easier to manage and track the market forces uniformly. Concentrated Marketing Strategy the marketing manger decides to enter into a select market segment instead of all of the available market segments. When resources as well as market access are limited and the pany has to face intense petition, the marketing manager has to stretch the budget for market coverage. Examples AV Thomas is a regional tea brand with a very strong South Indian presence that helped them to go for a national launch in subsequent periods, Jyothi laboratories brand of Ujala, which was sold in South India before it had a successful national launch. Marketing Management Differentiated Marketing Strategy Many marketers chose to target several segments or niches with a differentiated marketing offer to suit each market segment. Maruti is the leading automobile pany, which has the distinction of having products for different market segments. Maruti 800 is sold to uping middle class. Baleno and Swift are targeted for the upper rich class people and Maruti Omni is targeted for large families and taxi operators. Marketing Management Positioning Segmentation, Targeting and Positioning (STP) constitute the fundamental pillar of any marketing function. The challenge is to decide what position the pany wants its products to occupy in the selected segment(s). A product‘s position is the definition that a consumer gives to the product on important attributes. It is the position in the perceptual space of the consumer39。s mind that the product takes in relation to petitor39。s products, which is often verbalized by customers on certain attributes. Positioning is an act of developing the pany39。s offerings and image to occupy a distinct place in the minds of the target market. Positioning is a consumer driven strategy in which the objective is to occupy a unique place in the customer39。s mind and maximize its potential benefit for the firm. Positioning helps the brand managers to identify the core meaning of the brand and municate these core meanings as unique to the brand. Examples Maggi noodles is positioned in Indian market as a convenience food, which can solve the frequent food demand of the growing kids. Dove soap is positioned as a premium brand in the market with high moisturizer content, which can also be used as a face wash. Vicks Vaporub is positioned as a rub exclusively for the purpose of cold and cough relief. Coca Cola is positioned as a beverage that gives relief from heat (thanda matlab ‘ColaCola’).