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.


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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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