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Market Targeting
The act of developing measures of segment and
selecting one or more of the market segments to enter. -
Kotler
Evaluating Market Segments
 Current segment size and growth potential.
 Segment attractiveness.
 Company objectives and resources.
Selecting Marketing Strategy
 Undifferentiated marketing- aim products at most
sections of the market.
 Differentiated marketing- different products are
targeted to different groups people.
 Concentrated marketing- focuses on certain section
of a market.
 Micro Marketing.
Undifferentiated Marketing
 Also called mass marketing.
 Target the whole market with one offer (product).
 Design marketing techniques that appeal to the
largest number of buyers like using the media
coverage.
 Not made especially for one consumer group or
segment.
Product Market
Example: Mineral Water
Differentiated Marketing
 Also called segmented marketing.
 A firm decides to target several market segments and
designs separate offers for each.
 Develop several brands to meet the need of each
consumer segments.
Company
Segment1 (Economy)
Segment2 (Business)
Segment3 (First Class)
Example: Airline Company
Concentrated Marketing
 Target a very select group of customers
 Business concentrates its marketing effort on one segment
of the market.
Company
Segment1
Segment2
Segment3
Example : Fossils
-People trust on branded product. They only buy that
That product.
Micro Marketing
 The practice of tailoring products and marketing
programmes to suit the tastes of specific, individuals and
locations.
 Example:
Local marketing- Marketers tailor brands and promotions to
needs and wants of local customer groups- cities,
neighborhood and specific stores. Grocers, restaurants.
Individual marketing- Tailoring products and marketing
programmes to the needs and preferences of individual
customers. Marketing message is crafted more personally to a
buyer. Ex: Kerepek

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Target market

  • 1. Market Targeting The act of developing measures of segment and selecting one or more of the market segments to enter. - Kotler
  • 2. Evaluating Market Segments  Current segment size and growth potential.  Segment attractiveness.  Company objectives and resources.
  • 3. Selecting Marketing Strategy  Undifferentiated marketing- aim products at most sections of the market.  Differentiated marketing- different products are targeted to different groups people.  Concentrated marketing- focuses on certain section of a market.  Micro Marketing.
  • 4. Undifferentiated Marketing  Also called mass marketing.  Target the whole market with one offer (product).  Design marketing techniques that appeal to the largest number of buyers like using the media coverage.  Not made especially for one consumer group or segment.
  • 6. Differentiated Marketing  Also called segmented marketing.  A firm decides to target several market segments and designs separate offers for each.  Develop several brands to meet the need of each consumer segments.
  • 7. Company Segment1 (Economy) Segment2 (Business) Segment3 (First Class) Example: Airline Company
  • 8. Concentrated Marketing  Target a very select group of customers  Business concentrates its marketing effort on one segment of the market.
  • 9. Company Segment1 Segment2 Segment3 Example : Fossils -People trust on branded product. They only buy that That product.
  • 10. Micro Marketing  The practice of tailoring products and marketing programmes to suit the tastes of specific, individuals and locations.  Example: Local marketing- Marketers tailor brands and promotions to needs and wants of local customer groups- cities, neighborhood and specific stores. Grocers, restaurants. Individual marketing- Tailoring products and marketing programmes to the needs and preferences of individual customers. Marketing message is crafted more personally to a buyer. Ex: Kerepek