NUR SHAWATI BT ABDUL HANIF 28DHK14F2020

NUR KHALISAH BT ABDULLAH 28DHK14F2015

NURUL FARRAH NAJIHAH BT KAMARZAMAN 28DHK14F2005
ZULAIKA BT MD JOHA 28DHK14F2023
4.1 Demonstrate mastery of knowledge and understanding of market
segmentation and positioning

4.1.1 Explain the meaning of market segmentation,

positioning, target market and niche market.

Market segmentation
- is the process of dividing and entire market up into different
customer segment .
Market positioning
- An effort to influence consumer perception of a brand or product
relative to the perception of competing brand or product.
Target Market
- Is the market a company wants to sell its product and service
to, and its include a target sets of customers for whom its
direct it, its marketing effort
Niche market
- Is a subset of the market on which a specific product is focused,
the market niche define as the product features aimed at
satisfying specific market needs
4.1.2 Explain the factors that determine the selection of a
market segment.

Location-based market
segmentation.

Consumer
demographic
4.1.3 Identify the relationship between market segmentation
and marketing objective.

Marketing objective are goals set by a business when

promoting its product or service to potential consumers that
should be achieved within a given time frame. In other words
marketing objective are the marketing strategy set in order to
achieve the overall organisational objective while market
segmentation is a process of dividing an entire market into
different customer segment.
4.1.4 Identify target market and niche market.

Target market is the group of people to whom your product is

being marketed.

Niche market add another dimension. A combine your target

market WHO with WHAT you are helping them with.
4.1.5 Identify market segmentation for tourism and hospitality product
and service.

PRODUCT
-Ski diving
-Hotel
-Tourist attraction
-Restaurant

SERVICE
-travel agency
-
4.1.6 Predict and rationalize potential features product or
service in tourism and hospitality.