Target Marketing

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Description of Target Marketing. Explanation.


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Definition Target Marketing. Description.

Target Marketing is the process of communicating, marketing and selling products or services to groups of consumers with similar characteristics (market segments) that represent the best prospects for them. Such market segments can be defined on:

  1. Geographic Segmentation (nation, country, state, region, city, but also: population density, climate)

  2. Demographic Segmentation (age, gender, race, income, education, occupation, family size, religion, generation): Compare: JICNARS Scale

  3. Psychographics Segmentation (values, attitudes, social class, lifestyle and aspirations). Compare: Values and Lifestyles

  4. Behavioral Segmentation (occasions, benefits sought, loyalty status, user status, buyer readiness)

  5. Product differences

Steps in Target Marketing. Process


Roughly, three steps can be distinguished in target marketing:

  1. Market Segmentation: Breaking up the total market by indentifying and profiling distinct groups of potential buyers with similar needs and preferences. From bigger to smaller chunks, one could distinguish between segment marketing, niche marketing, local marketing, individual marketing.
  2. Market Targeting: Choosing (selecting) one or more market segments to enter.
  3. Market Positioning: Per target segment, identify and communicate the key distinctive benefits of the company's market offering.

The term typically is similar to Niche Marketing and includes Market Segmentation and Positioning. Other approaches that are frequently used are developing a Marketing Mix, Advertising, Direct Marketing and Tie-in Marketing.

Target Marketing Forum
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Target Marketing Special Interest Group

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Best Practices - Target Marketing Premium

Expert Tips - Target Marketing Premium

Childrens' Understanding of Advertizing: Three Stages of Consumer Socialization

The way that people behave and how they make their decisions in the marketplace depends on the processes by which they have obtained skills, knowledge...
Usage (application): Advertizing to Children, Targeting Children, Consumer Socialization, Marketing to Children

Resources - Target Marketing Premium

Target Marketing and Market Segmentation

Presentation about Target Marketing. The presentation explains the need for market segmentation, the levels of market segmentation, its bases and the ...
Usage (application): Target Marketing, Market Segmentation, Strategy

Philip Kotler on Today's Relevance of Mass Advertising

Philip Kotler explains that mass advertising, typically through television and print, has lost most of its its effectiveness for most markets, product...
Usage (application): Mass Advertsing, Mass Media, Advertising Strategy, Consumer Behavior

The Internet / Social Media Revolution

Video shows how fast social media is growing. And gives a clear status of the position of social media by 2014.
Great starter for a discussion, p...
Usage (application): Social Media, Internet Strategy, Internet Impact, Digital Revolution

Marketing Strategy: Opportunity Analysis; Targeting and Segmentation

Presentation about Market segmentation, target marketing and opportunity analyses. The presentation includes the following sections:
1. Overview<...
Usage (application): Marketing Strategy, Target Marketing, Market Segmentation

Customer Segmentation by Emotion: The EMO-index

Emotions are an important part of customers' overall experience and final decision making; therefore they contribute to value creation. Although the i...
Usage (application): Consumption Behavior


Target Marketing


Target Marketing


Target Marketing


Target Marketing

Compare with: Positioning  |  3 C's (Ohmae)  |  Marketing Mix  |  Extended Marketing Mix (7-Ps)  |  4S Web Marketing Mix  |  Competitive Environment  |  Competitive Intelligence  |  Competitive Position  |  Values and Lifestyles  |  Profit Pools  |  SOSTAC  |  Concentrated Marketing  |  One-to-one Marketing  |  Undifferentiated Marketing  |  Tie-in Marketing

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