What is Target Marketing?
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:
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Geographic Segmentation (nation, country, state, region, city, but also: population density, climate)
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Demographic Segmentation (age, gender, race, income, education, occupation, family size, religion, generation): Compare: JICNARS Scale
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Psychographics Segmentation (values, attitudes, social
class, lifestyle and aspirations). Compare:
Values and Lifestyles
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Behavioral Segmentation (occasions, benefits sought,
loyalty status, user status, buyer readiness)
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Product differences
Steps in Target Marketing. Process
Roughly, three steps can be distinguished in target marketing:
- 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.
- Market Targeting: Choosing (selecting) one or more market segments to enter.
- Market Positioning: Per target segment, identify and communicate the key distinctive benefits of the company's market offering.
Courses about Target Marketing.
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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.
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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...
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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...
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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...
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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...
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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...
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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...
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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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