Target Market Marketing Subject

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.

5. Product Market
Example: Mineral Water

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