The document outlines various market segmentation strategies including geographic, demographic, sociographic, psychographic, and behavioral segmentation, aimed at tailoring marketing efforts to specific consumer needs. It also discusses the concept of positioning in marketing, emphasizing the importance of occupying a unique space in consumers' minds against competitors. Additionally, it highlights the significance of marketing communication and the evolution of communication methods, particularly the rise of social media in advertising.

1. Market segmentation, Market
positioning and source, message and
media effects of marketing
communication

3. Market segmentation is a marketing strategy that involves dividing
a broad target market into subsets of consumers who have
common needs and priorities, and then designing and
implementing strategies to target them.
 Market segmentation strategies may be used to identify the target
customers, and provide supporting data for positioning to achieve
a marketing plan objective.
Its objective is to design a marketing mix that precisely matches
the expectations of customers in the targeted segment.

4. Geographic Segmentation:
In the geographic segmentation ,the market is subdivided on the basis of
area. Marketers can segment according to geographic criteria—nations,
states, regions, countries, languages, cities, neighborhoods, or postal
codes.ie Regional, Urban/Rural, Locality.
Demographic Segmentation:
Demographic segmentation is a statistical study of population in favour of
age,gender,education.The various demographic factors are
Age,Gender,Income,Education etc.

5. Sociographic Segmentation:
The market can be segmented on the basis of sociological factors such as
Cultural influence and influence of social class.
Psychographic Segmentation
It refers to individual aspects like life style and personality.
Behavioral Segmentation:
Behavior Segmentation divides consumer into groups according to their
knowledge and attitudes towards usage rate to a product.

7. Positioning is identifying and attempting to occupy a market niche for a
brand, product or service utilizing traditional marketing placement
strategies.
Its objective is to occupy a clear, unique, and advantageous position in the
consumer's mind.
Positioning is something happens in the minds of a target market.
Its aim is to make a brand occupy a distinct position, relative to competing
brands, in the minds of customer.

8. Identifying the business's direct competition (could include players that offer
your product/service amongst a larger portfolio of solutions)
Understanding how each competitor is positioning their business today .
Documenting the provider's own positioning as it exists today.
Comparing the company's positioning to its competitors' to identify viable
areas for differentiation
Developing a distinctive, differentiating and value-based positioning concept
Creating a positioning statement with key messages and customer value
propositions to be used for communications development across the
organisation

9. Defining the market in which the product or brand will compete.
Identifying the attributes that define the product 'space‘.
Collecting information from a sample of customers about their perceptions
of each product on the relevant attributes
Determine each product's share of mind
Determine each product's current location in the product space
Determine the target market's preferred combination of attributes.
Examine the fit between the product and the market.

11. Marketing communication (MarCom) is a fundamental and complex part of
a company’s marketing efforts.
Marketing communications are messages and related media used to
communicate with a market.
Marketing communications are messages and related media used to
communicate with a market.
Those who practice advertising, branding, brand language, direct marketing,
graphic design, marketing, packaging, promotion, publicity, sponsorship,
public relations, sales, sales promotion and online marketing are termed
marketing communicators.

12. In a marketing context, several sources can be employed in an attempt to
reach consumers with persuasive communications.
Consumers perceive companies as sources of information, and some are
been as highly credible but others are viewed wit suspicion.
Because of their face to face contacts with current customers’ sales
representation themselves are viewed by consumers as information
sources.
Media are actually channel links between companies’ and consumers
people view them as sources.
At the local level, retailers often act as sources for marketing
communications.

13. Social media has drastically changed how we communicate.
Not too long ago, we communicated through the mail, on a land-line
telephone, and in person.
Today we send text message, leave voice messages, instant messenger, online
video phone, and of course interact through internet.
Social commercials market share is rising, thanks to services like YouTube,
Facebook .
 According to a 2011 study, "88% of all companies that have conducted social
media advertising are satisfied with it.
There is a large increase of businesses using video via YouTube for local
business pages such as Google Local which was integrated as part of the
Google Plus network in 2012.

14. Messaging is a popular medium for both social and work related
communication.
message strategy consists of a positioning statement and three to four
support points. The positioning statement addresses the target market’s
most pressing problem by stating a benefit.
A message strategy can be extremely detailed and is like a recipe for all
marketing communication.
 message strategy makes it easier to deliver the same message in all your
marketing communications.
Messages that Matter uses a formal, systematic business process that helps
you develop a unique message strategy; one that communicates concrete
benefits and sets you apart from the competition.

15. www.Wikipedia.com
www.solari.net
www.bussinessdictionart.com
www.investopedia.com
www.messagesthatmatter.com
www.google.com