Target Marketing

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What is Target Marketing? Meaning.

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.

Target Marketing Special Interest Group


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Forum about Target Marketing  

The most recent topics about: Target Marketing.


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Target Marketing Cases and Examples
Hi, do you know of a remarkable case or an interesting example of the use of target marketing?Please share it by enterin (...)
 
 
 
 
Best Practices about Target Marketing

Here you will find the most valuable ideas and practical suggestions.


Expert Tips about Target Marketing

Here you will find professional advices by experts.


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Information Sources about Target Marketing

Here you will find powerpoints, videos, news, etc. to use in your own lectures and workshops.


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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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