Distinguish and discuss the concept of a market Vs. concept of segment. Explain their relationship in planning for a suitable marketing strategy

– A market is a broad group of potential customers or buyers with similar needs or wants.

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– It’s often defined by factors such as geographic location, demographics, or industry.

– Markets can be quite extensive and encompass a wide range of consumers or businesses.

– For example, the “smartphone market” includes all potential smartphone buyers worldwide.


– A segment is a subgroup within a market with distinct characteristics and needs.

– Segmentation is done based on various factors like demographics, behavior, psychographics, or geographic location.

– Segments are more focused and specific, allowing for tailored marketing strategies.

– For example, within the smartphone market, a segment could be “high-income professionals who prioritize camera quality.”

**Relationship in Marketing Strategy:**

In planning for a suitable marketing strategy, market and segment distinctions are critical:

**Market Identification:** Initially, a business identifies the overall market it wants to target. For example, a smartphone manufacturer may choose the global smartphone market as its primary market.

**Segmentation:** After identifying the market, the next step is to segment it. This involves breaking down the broader market into smaller, more manageable segments based on criteria like age, income, or behavior. For instance, the smartphone manufacturer may identify segments like “budget-conscious students” and “tech-savvy professionals.”

**Targeting:** Once segments are defined, a business must decide which segments to target. Not all segments are equally attractive or aligned with the company’s offerings. The smartphone manufacturer may decide to focus on “tech-savvy professionals” because their products align well with this segment’s needs and preferences.

**Positioning:** Positioning involves creating a unique value proposition for the selected segment. In our example, the smartphone manufacturer might position its product as “the smartphone for professionals with advanced camera capabilities.”

**Marketing Mix:** The marketing mix (4Ps – Product, Price, Place, Promotion) is tailored to each segment. For “tech-savvy professionals,” the product may emphasize camera quality and productivity features, pricing may be premium, distribution channels may focus on business outlets, and promotion may target this audience on professional networking sites.

**Personalization:** Effective marketing strategies include personalization for each segment. This may involve personalized advertising, product recommendations, or content that speaks directly to the segment’s needs and desires.

**Measuring Performance:** After implementing the strategy, businesses measure performance in each segment. This allows for adjustments and improvements based on real-world feedback.

In summary, while the market represents the overall pool of potential customers, segments help businesses focus their marketing efforts and deliver more relevant and effective strategies. By understanding the differences between markets and segments, businesses can create marketing campaigns that resonate with specific customer groups, increasing the likelihood of success in an increasingly diverse and competitive business environment.

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