Hi, have selected topic 18 for my rap. I would like to know whether marketing segmentation/positionon and targeting are considered as business models or are they seperate from the main 2-3 models applied in the rap?
Positioning and segmentation tend to be specific strategies. As well as covering those and the 4 Ps you should bring in the BCG Matrix (often known as the Boston Matrix), Ansoff or any other models as appropriate
Thanks trephena, also, should i cover these strategies in part 2 with other models or should i just use them in part 3 while evaluating the company?
You outline the theories/models in Part 2 noting any limitations and then apply them in Part 3. Strategies are applied in Part 3 – it may be appropriate to explain the terms if they are not obvious (e.g. market skimming) and this can be done either in Part 2 or 3.
Take a look on Google scholar and see if you can find anything available for free by Philip Kottler as he is a guru on marketing and explains things well. [Look for right-hand side links to pdf articles]
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