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Target Marketing 6
 

Target Marketing 6

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    Target Marketing 6 Target Marketing 6 Presentation Transcript

    • Target Marketing Dr. Anil Mishra 9937635059, 09425452065 [email_address] Asian School of Business Management
    • Definition
      • A target market is a group of people or organizations for which a company designs, implements and maintains a marketing mix intended to meet the needs of that group, resulting in mutually beneficial and satisfying exchanges.
    • Market Targeting Process
      • Evaluating the Market segments: Potential of the market and its own ability.
      • Selecting the Market Segment:
      • Single segment concentration:
      • Selective specialization:
      • Product specialization:
      • Market specialization:
      • Full Coverage:
    • Evaluating Market segment and target market selection
      • In evaluating market segments which can be targeted, a company should examine two broad issues:
      • Relative attractiveness of the market segments.
      • company’s capability to compete in various segments.
    • Market attractiveness
      • Market Factors:
      • Segment size
      • segment growth rate
      • Price senstivity
      • Bargaining Power of customer
      • Barganing power of supplier
      • Barriers to market segment entry
      • Barriers to market segment exit.
      • Competitive Force:
      • Nature of competition
      • New entrant
      • competitive differentiation
      • Political, social and environmental factors
      • Political issues
      • Social trends
      • environmental issues
    • Firm’s Capability to serve segments
      • Exploitable Marketing Assets
      • Cost advantage
      • Technological Edge
      • Managerial Capabilities and commitment
    • Thank you
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