Companies segment the market to identify groups with different needs. Segmentation involves classifying customers based on attributes like demographics, lifestyle, and benefits sought. Targeting is selecting a specific segment to market to. Common targeting strategies include mass marketing to all, differentiated marketing tailored to segments, targeting different products to segments, or niche marketing focusing on one segment. 90t.i is a small company that uses concentrated marketing, developing specialized software just for its target segment of engineering companies.

1. MARKETINGMARKETING
MARKETING SEGMENTATIONMARKETING SEGMENTATION

2. MARKETING SEGMENTATIONMARKETING SEGMENTATION
 Companies have a large number of potencialCompanies have a large number of potencial
costumers, so they have to classify their costumerscostumers, so they have to classify their costumers
accordingto groups and know the needs, desires andaccordingto groups and know the needs, desires and
habits of each categoryhabits of each category
 Market segmentation consists of identifying groups ofMarket segmentation consists of identifying groups of
costumers with different needscostumers with different needs
 Targeting is the process of selecting a specific segmentTargeting is the process of selecting a specific segment
of the marketof the market

3. TARGETINGTARGETING
The four basic targeting strategies are:The four basic targeting strategies are:
• Mass marketingMass marketing –– consists of offering the same product to all segmentsconsists of offering the same product to all segments
of the market, so the company doesnof the market, so the company doesn’’t have to vary the product for differentt have to vary the product for different
clientsclients
• Differentiated marketingDifferentiated marketing –– consists of offering the same product toconsists of offering the same product to
all market segments, but changing the way that product is promotedall market segments, but changing the way that product is promoted
• Differentiated target marketingDifferentiated target marketing –– consists of offering differentconsists of offering different
products to different segmentsproducts to different segments
• Concentrated marketingConcentrated marketing –– consists of offering a product to just oneconsists of offering a product to just one
segment ot the market. This is also know as niche marketingsegment ot the market. This is also know as niche marketing

4. 90t.i.90t.i.
 90 Tecnologia da Informação is a small company which90 Tecnologia da Informação is a small company which
has chosen the targeting strategy of concentratedhas chosen the targeting strategy of concentrated
marketingmarketing
 The costumers of 90t.i are engineering companiesThe costumers of 90t.i are engineering companies
 90t.i knows the characteristics of those companies and90t.i knows the characteristics of those companies and
develops specific softwares for themdevelops specific softwares for them

5. MARKETING SEGMENTATIONMARKETING SEGMENTATION
There are other ways to classify customers into segments:There are other ways to classify customers into segments:
• Demographic segmentation:Demographic segmentation: age, gender, income, education level and socialage, gender, income, education level and social
classclass
• Family life-cycle:Family life-cycle: habits of people according to various stages in familyhabits of people according to various stages in family
developmentdevelopment
• Psychographic and lifestyle segmentation:Psychographic and lifestyle segmentation: classifies people according toclassifies people according to
personality traits and lifestyles (self-explorers, social resisters, experimentalists,personality traits and lifestyles (self-explorers, social resisters, experimentalists,
belongers, survivors, etc)belongers, survivors, etc)
• Benefit segmentation:Benefit segmentation: this market segmentation focuses on how athis market segmentation focuses on how a
constumer evaluates a productconstumer evaluates a product

6. MARKETING SEGMENTATIONMARKETING SEGMENTATION
There are other ways to classify customers into segments:There are other ways to classify customers into segments:
• Demographic segmentation:Demographic segmentation: age, gender, income, education level and socialage, gender, income, education level and social
classclass
• Family life-cycle:Family life-cycle: habits of people according to various stages in familyhabits of people according to various stages in family
developmentdevelopment
• Psychographic and lifestyle segmentation:Psychographic and lifestyle segmentation: classifies people according toclassifies people according to
personality traits and lifestyles (self-explorers, social resisters, experimentalists,personality traits and lifestyles (self-explorers, social resisters, experimentalists,
belongers, survivors, etc)belongers, survivors, etc)
• Benefit segmentation:Benefit segmentation: this market segmentation focuses on how athis market segmentation focuses on how a
constumer evaluates a productconstumer evaluates a product