Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Target Marketing 6

1,304 views

Published on

Published in: Business, News & Politics
  • Be the first to comment

Target Marketing 6

  1. 1. Target Marketing Dr. Anil Mishra 9937635059, 09425452065 [email_address] Asian School of Business Management
  2. 2. Definition <ul><li>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. </li></ul>
  3. 3. Market Targeting Process <ul><li>Evaluating the Market segments: Potential of the market and its own ability. </li></ul><ul><li>Selecting the Market Segment: </li></ul><ul><li>Single segment concentration: </li></ul><ul><li>Selective specialization: </li></ul><ul><li>Product specialization: </li></ul><ul><li>Market specialization: </li></ul><ul><li>Full Coverage: </li></ul>
  4. 4. Evaluating Market segment and target market selection <ul><li>In evaluating market segments which can be targeted, a company should examine two broad issues: </li></ul><ul><li>Relative attractiveness of the market segments. </li></ul><ul><li>company’s capability to compete in various segments. </li></ul>
  5. 5. Market attractiveness <ul><li>Market Factors: </li></ul><ul><li>Segment size </li></ul><ul><li>segment growth rate </li></ul><ul><li>Price senstivity </li></ul><ul><li>Bargaining Power of customer </li></ul><ul><li>Barganing power of supplier </li></ul><ul><li>Barriers to market segment entry </li></ul><ul><li>Barriers to market segment exit. </li></ul>
  6. 6. <ul><li>Competitive Force: </li></ul><ul><li>Nature of competition </li></ul><ul><li>New entrant </li></ul><ul><li>competitive differentiation </li></ul><ul><li>Political, social and environmental factors </li></ul><ul><li>Political issues </li></ul><ul><li>Social trends </li></ul><ul><li>environmental issues </li></ul>
  7. 7. Firm’s Capability to serve segments <ul><li>Exploitable Marketing Assets </li></ul><ul><li>Cost advantage </li></ul><ul><li>Technological Edge </li></ul><ul><li>Managerial Capabilities and commitment </li></ul>
  8. 8. Thank you

×