Basic concepts of segmentation, positioning, and orientation.

1.  segmentation, positioning, and orientation.
Accordingto the AmericanMarketingAssociation,Marketingisthe activity,setof institutions,and
processesforcreating,communicating,delivering,andexchangingofferingsthathave value for
customers,clients,partners,andsocietyatlarge.Isthe processin whichbusiness(onitseconomic
turn) and organizations(onitspolitical turn) promote themselves.Marketingaffectshow
products,personsandbusinessare perceived,whichwouldaffectnotonlythe corporation’s
profitsbutalsothe tendencies of fashionandlifestylesof the target.Marketingcanmodel a
behaviour.
Before the Internet,the marketingeffortswere designatedtocreate a massive campaign.
Consistinginexpendingagreatloanin advertisinginmedialike television,radio,outdoor
marketingandstreetmarketingforthe sake of the businesspositioningonthe market.If you
were,forexample,abeerCompanyandyourtargetwere 30+ middle-classmalesinCalifornia
(segmentation),youhadtoexpandyourcampaigninorder to be seen byeverybody,andhope
that youtarget wouldsee it.
But inthisinternetera,we can segmentacampaigninorder to go straightto our target.Let’s
keepthe example of the beerCompany.If Youwanttoreach exactlythatsegmentyoucan
orientate yourmarketingefforttobeeropinionsites,if someone searchesthe word“beer”on
google youcan alsopay to appearon the firstresult.