Service segmentation

Service segmentation

Bachelor of Business Studies (BBS) — Fourth Year

Subject: Fundamentals of Services Marketing (MKT 254)

Unit 2: Market Segmentation, Targeting and Positioning for a Services Firm

Academic Year: 2083/84

Topic Objectives

After studying this topic, students should be able to:

• Explain the scope and key elements of service segmentation.
• Apply the relevant marketing concepts to a defined customer group, market or business decision.

Curriculum Scope

• Concept and process of market segmentation for service product
• Market segment strategies for service product

Detailed Microsyllabus

1. Segmentation foundations

   1. Explain segmentation for service markets.
   2. Select geographic, demographic, behavioral or other relevant bases.
   3. Assess measurable, accessible and actionable segments.

2. Segmentation process

   1. Collect information and identify differences in customer needs.
   2. Develop segment profiles and evaluate attractiveness.
   3. Choose a target segment consistent with resources.

3. Segment strategies

   1. Compare undifferentiated, differentiated and concentrated approaches.
   2. Match service design and communication to chosen segments.
   3. Justify a strategy with evidence and assumptions.

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Curriculum reference: Tribhuvan University, Faculty of Management, revised four-year BBS curriculum, PDF pages 109–111.

Source note: The curriculum scope above is retained from the existing TU syllabus breakdown. The numbered study subtopics are editorial elaborations for teaching and study, rather than a separately issued TU syllabus. Unit or component allocations apply at their stated level; no separate topic hours or marks are assigned here. Examples involving current laws, rates, institutional products or Nepalese status must identify the relevant period and official materials; no changing numerical or legal requirements are invented here.