Sales Executive level 4 - Market knowledge-SEL4

Video Transcription

Video Summary

The transcript explains how markets have evolved from physical town-centre trading places to modern business groupings of buyers and suppliers worldwide. It shows why companies must define their markets clearly, using examples such as floor coverings, and distinguish between total, addressable, and accessible markets. It then explores market segmentation: dividing customers into groups based on geographic, demographic, psychographic, and behavioural variables, and creating customer profiles or “characters” to guide marketing and service decisions. The video also covers business-to-business segmentation, including firmographic and situational factors. Next, it explains targeting, where firms rank segments by attractiveness, and positioning, where a company aims to occupy a distinct place in customers’ minds. Finally, it links positioning to branding, showing how strong brands reinforce perceived benefits, build loyalty, and create value.

Keywords

market segmentation

targeting

positioning

branding

business-to-business segmentation

customer profiles