Target Marketing

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Summary

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.

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Regional Marketing
Regional Marketing (RM) can be used to increase the competitiveness and investment attractiveness of a region. What i (...)
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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 (...)
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🔥 NEW Market Targeting
Once a firm has identified its market-segment opportunities (Market Segmentation), it can proceed with Market Targ (...)
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Childrens' Understanding of Advertizing: Three Stages of Consumer Socialization

Advertizing to Children, Targeting Children, Consumer Socialization, Marketing to Children
The way that people behave and how they make their decisions in the marketplace depends on the processes by which they h (...)

Focus Points in City Branding

City Branding, Regional Branding, Geographical Branding
Although most people are used to products and services marketing, cities are increasingly being used as a marketing tool (...)
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Various sources of information regarding Target Marketing. Here you will find powerpoints, videos, news, etc. to use in your own lectures and workshops.


Branding Cities: City Branding

City Branding, Branding Strategies
This presentation is about city branding. It explains how to successfully brand cities. The following sections are inclu (...)

Country Branding: Branding a Country

Country Branding, Place Branding
This presentation is about branding a country or another geographic location. Next to the outline, there are several cou (...)

Target Marketing and Market Segmentation

Target Marketing, Market Segmentation, Strategy
Presentation about Target Marketing. The presentation explains the need for market segmentation, the levels of market se (...)

Philip Kotler on Today's Relevance of Mass Advertising

Mass Advertsing, Mass Media, Advertising Strategy, Consumer Behavior
Philip Kotler explains that mass advertising, typically through television and print, has lost most of its its effective (...)

The Internet / Social Media Revolution

Social Media, Internet Strategy, Internet Impact, Digital Revolution
Video shows how fast social media is growing. And gives a clear status of the position of social media by 2014. Great s (...)

Marketing Strategy: Opportunity Analysis; Targeting and Segmentation

Marketing Strategy, Target Marketing, Market Segmentation
Presentation about Market segmentation, target marketing and opportunity analyses. The presentation includes the followi (...)

Customer Segmentation by Emotion: The EMO-index

Consumption Behavior
Emotions are an important part of customers' overall experience and final decision making; therefore they contribute to (...)

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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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