Paige Lowe's PowerPoint for Mr. Richardson's Marketing class at Sinclair Community College.

1. TARGET
MARKETING
By: Paige Lowe

2. Contents
• Types
• Process
• Effectiveness
• Controversies

3. What is Target
Marketing?
–Target marketing is a form of advertising
that is directed towards audiences with
certain traits, based on the product or person
the advertiser is promoting.
–These traits can either be demographic,
which are focused on race, economic status,
sex, age, the level of education, income level
and employment.
– Or they can be psychographic, which are
based on the consumer’s values, personality,
attitudes, opinions, lifestyle and interests.
–They can also be behavioral variables, such
as browser history, purchase history, and
other recent activity.
–Targeted advertising is focused on specific
traits and the consumers who are likely to
have a strong preference will receive the
message instead of those who have no
interest and whose preferences do not match
a product’s attribute.

4. Types
• Search engine marketing
• Social media marketing
• Television
• Mobile devices
• Content and contextual targeting
• Technical targeting
• Time targeting
• Sociodemographic targeting
• Geographical and location-based targeting
• Behavioral targeting

5. Process
Positioning Market Positioning
Targeting MarketTargeting
Market Market Segmentation

6. 3 Steps of
Target
Marketing
• Target Marketing requires three major steps:
– Identify and profile distinct groups of buyers who differ in
their needs and preferences (market segmentation)
– Select one or more market segments to enter (market
targeting)
– For each target segment, establish and communicate the
key distinctive benefits of the company’s market offering
(market positioning)

7. Effectiveness
• Benefits of Segment
Marketing:
– More fine-tuned products
– Easier to properly price for
the targeted audience
– Fewer competitors
– Easier choice of
distribution and
communication channels

8. USING MARKET
SEGMENTATION
Basic Market-Preference Patterns

9. Controversies
• Arguments for mass marketing:
– Creates largest potential market
– Leads to lower cost
– Leads to lower prices
– Higher margins

10. Controversies
Difficult to practice “one size fits all
marketing”
Target Marketing is specified and make less specified and more
widespread marketing difficult for companies to do.
Why criticized:
Market
fragmentation
Mass media
proliferation
Splintering of
the market
Distribution
channel
proliferation

11. Individual
Marketing
• Ultimate level of segmentation marketing
• One-on-one marketing
• Compromised to individuals
• Tailored to the targeted audience
• Customized industrial products